Robinsons multi-million-pound campaign, ‘Listen Up’, went live on screens on 19 January, to launch Fruit Creations, the first in a new range of Robinsons products designed especially for grown-ups.
The new TV campaign features a young girl who charmingly introduces the benefits of the new range to surprised adults in a series of grown-up situations, such as in a boardroom. The new campaign aims to drive awareness of the new range and encourage a more adult audience to integrate the new, “grown-up” Robinsons into their daily drinking occasions.
Comprising both 40 and 20 second creatives, the campaign will run throughout the year on TV and VOD in the UK and Ireland. The campaign will also be supported by Facebook and social activations with additional PR and experiential support. The next stage of the campaign starts in March with the launch of Robinsons Fruit Cordial.
Matt Barwell, chief marketing officer at Britvic said: “With a rich heritage dating back to 1823, Robinsons squash remains a firm favourite for families, bought by four in 10 households across the nation (Kantar World Panel Take Home Purchase (GB), 52 wks to 31.12.17). Kids are currently seen as the main consumers of squash, so the creative is designed to help land the new adult proposition in a way that’s new for Robinsons and entertaining for adults, using the disarming wisdom of children. With a staggering three million glasses of Robinsons squash being drunk every day in Britain (Nielsen Scantrack, Total Coverage, Value Sales, 52wks to 23.12.17), who better than our child squash experts to educate adults about the great taste of new Robinsons Fruit Creations?”
Fruit Creations is a new sub-brand for Robinsons including a range of new flavour combinations, each of which contain twice the fruit of its core squash range and are perfect for pairing with food. The new fruity range contains no added sugar, falls under the sugar levy threshold and is set to appeal to adults looking for more exciting flavour blends.
Available in 1L bottles (MRSP £1.99), there are nine flavours to choose from: Zesty Orange & Mango, Rich Pear, Blackcurrant & Cherry with Barley, Delicious Peach & Raspberry, Crisp Apple & Elderflower with Barley, Luscious Strawberry & Kiwi with Barley, Exotic Pineapple Mango & Passionfruit, Juicy Raspberry & Cranberry with Barley, Juicy Orange, Mandarin & Lime and Fresh Pear & Blueberry.