GlaxoSmithKline is pouring £3.5m into Ribena with a campaign that includes "a 21st century makeover" of the Ribena Berry characters.

The animated Ribena Berry characters, which were last on TV 25 years ago, will make a comeback next week when the TV and radio campaigns kick off.

The ads follow the journey of a Ribena blackcurrant, starting life on a bush on a Ribena farm, travelling through the countryside and finally ending up in a glass of Ribena.

The push marked the biggest investment in the brand in more than five years and would target mums, said Peter Harding, VP and general manager, GSK Nutritional Healthcare.

"Our research shows mums have fond memories of the Berry characters and are delighted to see them relaunched," he said.

Ribena sales fell 2.4% to £125.7m last year [Nielsen MAT 26 December], but this was a marked improvement on 2008's 7% drop.