Britvic has launched a new billboard and print campaign encouraging consumers to drink more water, as it seeks to extend the increasingly healthy image of its Robinsons brand of squash.
Appearing on billboards, in newspapers and magazines nationwide, the campaign follows the brand’s Play Thirsty television advertising campaign that encouraged children “to make the most of everyday play opportunities”. Robinsons is seeking to establish itself as a healthier alternative to the mainstay of the soft drinks sector, after removing all squash with added sugar from its portfolio in a move that is estimated to withdraw nearly 7bn calories from the UK’s soft drinks market every year.
The marketing effort also underlines Robinsons’ role in making a glass of water more enjoyable for only five calories, and falls in line with Britvic’s ambition to reduce the average number of calories consumed per serve by 20% during the next five years.
Britvic chief marketing officer Matt Barwell said: “We are incredibly proud of the Robinsons brand and its role in promoting active play. With this campaign we are reminding the nation that water is essential for good health and that Robinsons no added sugar is an easy and tasty way to drink more water.”
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