Fruit squash brand Robinsons will encourage consumers in the UK to “enjoy drinking more water” with the launch of a new marketing campaign.
The Enjoy Drinking More Water campaign will include a “multi-million pound” spend and includes a strong focus on digital, offering consumers the chance to win a special edition Robinsons “smiley” glass in order to drive social engagement.
The brand will also reach out to consumers through traditional channels via outdoor advertising and a new television advertisement featuring its Squash’d range of squeezable super-concentrated squash pods.
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Brand owner Britvic will give out samples of Squash’d in more than 1,000 British workplaces during 2016, as part of a comprehensive sampling campaign that will reach more than half a million of the UK’s workforce. Consumers will be able to try Squash’d as part of a novel self-serve dispenser that will allow them to squeeze the squash into a glass of plain water.
Britvic GB marketing director Kevin McNair said: “Robinsons’ ‘Enjoy Drinking More Water’ campaign has been founded on the simple insight that people struggle to drink enough water during the day. With this campaign we are reminding people that with real fruit in every drop and no added sugar, Robinsons is a tasty way to stay refreshed.
“Every person or family who gets involved in the campaign will receive a Robinsons ‘smiley’ glass to help them enjoy drinking more water in 2016; the glass brings a sense of fun and personality to the campaign.”
A survey of 2,000 people conducted by One Poll for Robinsons has found that 70% of those questioned have gone seven hours or more in a day without drinking a glass of water.
Just over two thirds cited being “too busy” during the working day to grab a glass of water. Highlighting the importance of taste, 80% of respondents said they would usually choose to drink something other than water, with just one in five claiming to love the taste of water.
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