Britvic-owned fruit drink brand Robinsons has started a multi-million pound campaign to promote Fruit Creations, the first in a new range of Robinsons products designed for grown-ups.
Fruit Creations has twice the fruit content of core Robinsons and new flavour combinations such as peach and raspberry, and pear and blueberry.
Robinsons has teamed up with Saatchi & Saatchi to create a new TV advert as part of the campaign, which is called Listen Up. The protagonist is a young girl who charmingly introduces the benefits of the range to surprised grown-ups in a series of adult scenarios: a boardroom, swimming pool and a courtroom all feature.
Britvic chief marketing officer Matt Barwell said: “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, who better than our child squash experts to educate adults about the great taste of new Robinsons Fruit Creations?”
With a heritage dating back to the 19th century, and known for its links with Wimbledon Championships, Robinsons is the most popular squash brand in the UK.
Saatchi & Saatchi global chief creative officer Kate Stanners added: “As such an iconic, well-loved staple in British households it’s been fun turning the category on its head by using the real experts in squash to sell Robinson’s new adult portfolio. It’s about time we listen to our real bosses – kids.”
The next stage of the campaign starts in March with the launch of Robinsons Fruit Cordial.
Last year, Britvic has announced the closure of its Robinsons and Fruit Shoot plant in Norwich, with 242 employees affected by the decision.
© FoodBev Media Ltd 2024