Britvic has announced a new marketing campaign to support the newly launched Robinsons Refresh’d range.
The campaign, worth £3.5m, includes TV, OOH, digital, social and sampling activity.
The TV campaign will drive mass awareness of the new launch with its 30 and 20 second creatives which feature a drinking straw bouncing around the countryside on a search for the ultimate in fruity refreshment, promoting its ‘real fruit with spring water’ and 100% naturally sourced ingredients. The campaign will be supported by outdoor advertising including roadside and digital six sheets, plus banners at Wimbledon Station throughout the Championship.
As part of the campaign, over 190,000 bottles of Robinsons Refresh’d will be sampled in 10 cities nationwide. This also includes at Wimbledon where sampling teams will be delivering a ‘Refresh’d’ moment’ to queue goers to quench their thirst and to encourage trial of the new range.
The campaign will also include social engagement via Facebook, Instagram and VOD, as well as a new Robinsons Refresh’d Spotify hub, where users can refresh their music. This functionality is a technological first for Spotify and targets the product’s 25-35-year-old audience.
Kevin McNair, GB Marketing Director, Britvic said: “Consumer awareness around the importance of staying hydrated is on the rise as the ‘Healthy Hydration’ category has grown to become the fastest growing segment in soft drinks (Britvic Drinkscapes). By harnessing the strength of the Robinsons brand as a household name, this campaign will raise even more awareness of the new product range amongst consumers, as a tasty way to keep thirst Refresh’d on-the-go.
“As the weather starts to heat up, so are the soft drinks sales opportunities for retailers. To take advantage of the mass consumer awareness generated through this campaign, we encourage retailers to stock up on the full range of Refresh’d, in the chiller wherever possible, and stay stocked up, to avoid missing out on summer sales opportunities.”