Britvic Soft Drinks is continuing its brand platform ‘Get Your Skills On’ this summer supported by the children’s drink brand Robinsons Fruit Shoot.
This year’s activation is developed to inspire kids’ adventurous sides, keeping them active while learning new skills, and continues to put Robinsons Fruit Shoot at the heart of what motivates today’s kids while reinforcing parents’ reasons to buy Robinsons Fruit Shoot.
Following the success of previous campaigns, Britvic has renewed its partnership with Nickelodeon for a third year running. The 2014 campaign will see the launch of new five-part series ‘Fruit Shoot Get Your Skills On’, a magazine-style TV show featuring skill tutorials, Guinness World Record attempts, celebrity guests and musical performances. ‘Fruit Shoot Get Your Skills On’ is produced by Nickelodeon UK and set to air on the channel in August. As part of the show the ‘Get Your Skills On’ Awards will be returning to UK TV screens to honour kids who have excelled in skills-based categories.
An experiential Fruit Shoot Skills Tour will travel to shopping centres across the UK this July and feature demonstrations and tutorial sessions hosted by the Fruit Shoot Skills Crew. The Fruit Shoot Skills Crew consists of nine talented and skilled professionals from across the UK, including basketball and football freestylers, an urban gymnast, beat boxer, street dancers, a BMX Flatlander and a skateboarder.
New for this year, Robinsons Fruit Shoot will be adopting a year-round approach to the campaign through various consumer touch points including the new look Robinsons Fruit Shoot website (fruitshoot.co.uk). The website hosts a wealth of content, including tutorials to get kids inspired, engaging on a deeper level with both kids and parents.
To further communicate the ‘Get Your Skills On’ campaign Robinsons Fruit Shoot will be running an on-pack promotion. Available between July and September, the promotion will give three consumers the chance to ‘Win a Skills Playground’ for their local community, creating a new space to get kids active.
The brand’s latest on-pack promotion can be found on Robinsons Fruit Shoot No Added Sugar and Robinsons Fruit Shoot Hydro single and multi-pack bottles. To be in with a chance to win a skills playground, kids and parents simply visit skillsplayground.co.uk with their promotional pack or bottle and enter the code. If a winning message is received on screen the winner be will contacted to redeem their prize.
Jonathan Gatward, GB marketing director, Britvic Soft Drinks, comments: “We’re on a mission to get Britain’s 7-10 year olds into active skills as a great way to build confidence levels. We want to really engage parents and most of all kids, encouraging them to stay active, increasing their skill-base while expressing their individual personalities.
“The ‘Get Your Skills On’ platform has enormous potential which is why we are building multiple touch points around this campaign to ensure consumers travel on a journey, with each step providing an additional piece of information. As well as our partnership with Nickelodeon, new channels such as the updated Fruit Shoot website, YouTube as well as Facebook which is targeted at parents, will form part of this strategy. With an engaging campaign like this we’d recommend that retailers get stocked up to take advantage of the increased demand resulting from our latest marketing communications to consumers.”