Bazini’s solution? Again, go back to the brand’s roots. With help from BBH London, he spearheaded a campaign that riffed on market research linking Ribena with nostalgia and comforting family traditions.
“Consumers told us, unprompted, that they’d grown up with Ribena,” he explained. “Some even described themselves as a ‘Ribena family.’ Our job was to stop diluting that and put those emotions back at the center of the brand.”
“No Taste Like Home” celebrated this truth, using heartfelt storytelling to re-anchor the brand in family life.
Ribena stabilized sales in the aftermath and reclaimed its place as a household staple.
2025: Schweppes | ‘Take Your Time’
Last year in France, soda and mixer brand Schweppes faced up to the consequences of having ignored its core mature consumers who loved the bitter taste of products like tonic water.
The brand had spent years testing its products on and marketing to millennials, but since 75% of its sales were coming from those aged 50 and older, sales were falling flat.
So, Bazini reframed the brief. Instead of chasing 25- to 35-year-olds, he embraced the older demographic’s desire for connection, leisure, and indulgence.
Partnering with BETC Paris, the resulting campaign, “Take Your Time,” launched with a TV spot showing an astronaut delaying a rocket launch to enjoy a tonic. Centered on the premise that Schweppes was designed for those who liked to slow down and enjoy life, the ad was complemented by 10- to 15-second social vignettes expanding the storyline.
“The moment we accepted who really loved the product and built a campaign around their desire to connect, slow down, and enjoy life, the brand started to perform the way it should,” driving sales and engagement, Bazini said.
