Britvic-owned fruit drink brand Robinsons has started a campaign with Saatchi & Saatchi to promote Fruit Cordial, its second line of products designed especially for grown-ups.
The launch of Fruit Cordial follows the introduction of Fruit Creations in January. The commercial taps into the wisdom of the nation’s squash experts, children, to inform adults what they’re missing out on.
The TV advert shows a woman reaching into the fridge for a bottle of wine, only to be interrupted by a young boy, advising her to choose the new Robinsons crushed lime and mint cordial instead.
As her hand reaches forward, a young voice in the background says: “Lucy, it’s only Monday. I always have squash after I’ve had a tough day at school.” The calm and assertive child informs the viewer that the new range from Robinsons is perfectly suited to adult palates and makes a great alternative beverage.
The Fruit Cordial range comes in three flavours: crushed lime and mint; pressed pear and elderflower; and rhubarb, raspberry and orange blossom.
Britvic GB marketing director Kevin McNair said: “The Fruit Cordial campaign is a continuation of the new adult proposition for Robinsons. As modern tastes evolve, we’re continuing to see that adults are looking for better for you soft drinks options that are more premium and more enjoyable.
“Fruit Cordial, with its beautiful combinations of real fruit and botanicals, premium glass bottle and no added sugar, is ideally suited to meet this need so we’re excited to be bringing the new creative to TV screens this spring.
“As an extension of the Listen Up platform launched earlier this year, the new creative is designed to draw awareness of new Fruit Cordial as a considered drink of choice, based on the recommendation of a seasoned child squash expert, an invaluable voice of reason.”
Saatchi & Saatchi global chief creative officer Kate Stanners added: “The juxtaposition of children experts next to the adult novices challenges viewers to consider Fruit Cordial as a sophisticated, alternative beverage for any time of day.
“We’ve refreshingly given charismatic children a voice to educate their elders on the tastes and benefits when choosing Fruit Cordial.”
© FoodBev Media Ltd 2024