Britvic Soft Drinks has announced plans for a new multi-channel marketing campaign to celebrate its 80-year partnership with the Wimbledon tennis championships.
The soft drink producer will launch a combination of above-the-line advertising, limited edition packs, activation, PR activity, digital and social media, and limited edition point-of-sale materials for stockists.
A new Robinsons television advertisement will also be rolled out nationwide from next week, featuring a nostalgic creative that celebrates the brand’s position at the championships, which extends back to 1935.
In line with the campaign, in-store activation will include new limited edition Squash’d labels that transform packs into tennis balls, and a selection of both in-aisle and standalone point-of-sale activity including pre-filled shippers to support Robinsons and Squash’d products.
Britvic GB marketing director Kevin McNair said: “The Robinsons 80-year partnership with Wimbledon is a real landmark for our brand and we’re certain that this anniversary year will be the best ever. 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.”
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