Britvic Soft Drinks is launching ‘A real taste of Wimbledon’ for Robinsons with limited edition packaging and new flavours.
With a multi-channel marketing campaign set to run from June to July and backed by a £5m investment, the brand will celebrate its long-term partnership with the world famous tennis tournament with limited edition Wimbledon packaging and new flavours.
The new limited edition Wimbledon packaging will be featured on core 1L and 2L single concentrate bottles and Squash’d packs. In addition to this themed packaging Robinsons is also launching two new flavours: Orange & Peach, which is being launched in 1L single concentrate format, and Lemon & Pink Grapefruit, as a limited edition summer offering. These innovations will coincide with the campaign and help drive interest and bring in new households into the category.
The new launches come as part of the wider ‘A real taste of Wimbledon’ campaign, which includes sampling and experiential in and out of store, social media, TV and outdoor advertising. Robinsons will also be running a national consumer competition, giving away VIP experiences and tickets to the ladies’ final to social media users who enter via the hashtag #tasteofwimbledon.
Britvic’s GB marketing director Kevin McNair said: “Wimbledon is always an exciting time of the year for us. Our partnership with the tournament spans over 80 years, so it’s fitting we celebrate with limited edition packaging and a new flavour or two. Retailers should make sure they stock up on the latest innovations to entice Squash shoppers and drive sales in store.”
Robinsons no added sugar is the brand leader within the category with 40.3% (Nielsen Scantrack) share of the Squash market and is consumed in more households than any other low sugar soft drink (Kantar World Panel). The launch of the new Wimbledon campaign to retailers is part of a wider strategy to promote Robinsons through activations around events.
Available to order now, the new flavours come in single concentrate 1L (rrp £1.59), single concentrate 2L (rrp £2.99) and Squash’d (rrp £2.49).