Britvic Soft Drinks has launched a new multi-channel campaign to celebrate its 80-year partnership with Wimbledon.

Entitled 80 Years at Wimbledon, the campaign enables the nation to join the celebrations through a combination of ATL ads, limited edition packs, activation, PR, digital and social media and limited edition point-of-sale materials for stocklists.

A new Robinsons TV advert has also rolled out as well as the launch of The Great Robinsons Ball Hunt on June 25, hiding giant tennis balls across the nation. To join in, consumers are invited to follow the daily clues presented by former British No.1 tennis player Tim Henman on Twitter @DrinkRobinsons, to track down a ball. Prizes range from VIP days at Wimbledon to jumbo tennis kits to enable families to play thirsty.

In keeping with the theme, in-store activation includes new limited edition SQUASH’D labels transforming packs into tennis balls and a selection of both in-aisle and stand-alone POS, including pre-filled shippers, supporting core Robinsons and SQUASH’D.

Kevin McNair, GB marketing director at Britvic, said: “This campaign aims to drive value in the category by attracting more shoppers to buy into the nation’s leading squash brand and we expect consumer awareness to significantly heighten during the summer months. We therefore recommend that retailers stock a variety of Robinsons products to make the most of the increased interest and footfall this campaign will drive.”