Britvic has unveiled a new TV campaign for Robinsons called Listen Up to launch Fruit Creations, the first in a new range of Robinsons products designed for adults.
The campaign will run throughout the year on TV and VOD in the UK and Ireland, and will be supported by Facebook and social activations with additional PR and experiential support. The next stage of the campaign starts in March with the launch of Robinsons Fruit Cordial.
Matt Barwell, chief marketing officer at Britvic, said: “With a rich heritage dating back to 1823, Robinsons squash remains a firm favourite for families, bought by four in 10 households across the nation. Kids are currently seen as the main consumers of squash, so the creative is designed to help land the new adult proposition in a way that’s new for Robinsons and entertaining for adults, using the disarming wisdom of children.
With a staggering three million glasses of Robinsons squash being drunk every day in Britain, who better than our child squash experts to educate adults about the great taste of new Robinsons Fruit Creations?”
Fruit Creations is a new sub-brand for Robinsons including a range of flavour combinations, each of which contain twice the fruit of its core squash range according to Britvic. The new fruity range contains no added sugar, falls under the sugar levy threshold and is intended to appeal to adults looking for more exciting flavour blends.
It is available in 1L bottles (MRSP £1.99) in nine flavours.