The brief, which was won following a competitive pitch, was formerly held by Blue Rubicon. Unity has been retained on an ongoing basis.
As part of the retained account, Unity has been asked to devise a creative campaign that targets mums and young women on the go. Unity’s proposal focuses on why people love the brand.
Maria Potter, GSK director of communications consumer healthcare Great Britain and Ireland, said: ‘We are really excited about working with Unity, which we feel will bring a new energy and creativity to the brand. Their ideas around how to engage with our key audiences really inspired us.’
Unity will work with other agencies on the GSK roster, including M&C Saatchi and Medicom, to extend their concepts into other areas of the marketing mix.
Unity co-founder Gerry Hopkinson said: ‘Key to our response was tapping into the core of what makes people love Ribena as a brand and putting this at the heart of our activity.’
