Ribena was something many of us grew up with. The challenge was getting people to grow up with it too.

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With the launch of Ribena Lightly Sparkling, Be Me was created to reconnect with a younger audience by celebrating the little moments when they could forget expectations and simply be themselves. A series of playful, relatable scenarios brought these moments to life, capturing the quirks, spontaneity and carefree attitude of being young.

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A regional campaign across Singapore, Malaysia and Hong Kong, Be Me gave Ribena a more contemporary role in the lives of its next generation of drinkers.