The multi-channel marketing campaign is set to run from June to July and is backed by a £5m investment. It will celebrate the brand’s long-term partnership with Wimbledon with limited edition packaging and new flavours.
The new Wimbledon packaging will be featured on core 1L (RRP £1.59) and 2L (RRP £2.99) single concentrate bottles and Squash’d packs. Robinsons is also launching two new flavours – Orange, and Peach – in the 1L single concentrate (RRP £1.59) as a limited edition summer offering.
The new launches come as part of the wider campaign, which includes sampling and experiential in and out of store, social media, TV and outdoor advertising. Robinsons will also be running a national consumer competition, giving away VIP experiences and tickets to the ladies’ final to social media users who enter via the hashtag #tasteofwimbledon.