Britvic has detailed plans for an upcoming campaign to celebrate the long standing partnership of its Robinsons brand with Wimbledon, dating back to 1935.
The brand will be leveraging thermal digital adverting this summer, with outdoor posters being activated when the weather is over 21 degrees in the north and 24 degrees in the south, driving purchase and consumption at times when water consumption peaks.
Robinsons will also enable people to experience being in the Wimbledon grounds from an umpire’s chair through a VR headset and enhanced 360 Wimbledon video. It will unveil a disruptive 3D billboard at Waterloo station, with a replica tennis court and court line machine. The campaign will also be supported by digital activity encouraging the nation to share their own taste of Wimbledon, with the best daily entry winning VIP tickets to
Building on the Enjoy Drinking More Water campaign launched in January, sampling activity will take place in workplaces, Wimbledon as well as at the Broadgate screen and Waterloo station. Shoppers will be able to sample the new Robinsons’ flavours – Orange & Peach, and Lemon & Pink Grapefruit – in stores across the UK and will have the chance to win prizes including VIP Wimbledon tickets.
Limited edition tennis ball packs of Robinsons’ pocket sized squash – SQUASH’D – are back again this year and feature prominently in the TV ads.