Robinsons has unveiled a lineup of limited edition flavours featuring edible glitter, created to celebrate its ongoing partnership with Universal Pictures for the much anticipated sequel Wicked: For Good.
The new Wonderfully Fruity Twist flavour joins the returning Amazifying Citrus Twist and Outstandiful Berry, all available in double concentrate (RRP: £1.59/750ml) until mid-December.
The collaboration has also extended into Fruit Shoot, with two new flavours - Thrillifying Citrus and Sparkle Berry - available in eight-pack formats (RRP:£3.55) until mid-December.
All products would be supported by eye-catching PoS, said the Carlsberg-Britvic brand. Meanwhile, a ‘Witch Flavour Are You?’ campaign would drive interaction at purchase and promote trial across the limited-edition range, it added.
Robinsons core Orange and Apple & Blackcurrant variants will feature exclusive Wicked-themed on-pack designs across its 750ml and 1.75 litre double concentrate formats.
“Last year’s partnership with Universal Pictures was a huge success, with 1.3 million limited edition bottles sold in Q4 and £1.6 million RSV delivered in total market,” said Clare Brosnan, brand marketing director at Robinsons.
“Building on this momentum, this year we are going bigger and better, introducing new flavours across the Robinsons and Fruit Shoot brands to extend appeal and further drive engagement. Pairing Wicked: For Good, one of the year’s most hotly anticipated films, with such well-loved family brands is perfectly set to deliver success in the squash aisle for retailers”.
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