Britvic’s Robinsons squash brand has announced a partnership with Universal Pictures to celebrate the upcoming release (22 November) of the new Wicked film.
As part of the collaboration, Robinsons is launching two new flavours within its Double Concentrate range – Amazafying Citrus Twist and Outstandiful Berry. Available from 16th October, the limited-edition flavours will be available in stores while stocks last (RRP £2.25)
Alongside the launch, Robinsons is rolling out an on-pack promotion across its Double Concentrate and Ready to Drink Raspberry & Apple offerings. Inspired by the film’s characters, Elphaba and Glinda, shoppers are invited to choose their favourite of the two new flavours, with the brand posing the question ‘Witch flavour are you?’ The on-pack promotion will be sporting a similar tagline – ‘Witch will you win?’ – offering consumers a chance to win Wicked merchandise and a trip to New York.
Ben Parker, Britvic Commercial Director in Great Britain, said: “Representing nearly a third of all at-home soft drink occasions, with over three out of four households purchasing it, squash continues to be a key market that retailers must be leveraging to maximise their soft drinks sales success. However, there is still room for further growth within the segment, meaning innovation remains crucial to maintain excitement and engagement among consumers in fun new ways. We know that shoppers are increasingly on the hunt for bold new flavours to try and treat their families to during key moments throughout the year, so partnering with Universal Pictures on the hotly anticipated Wicked film is the perfect way to shine a light on the segment ahead of key occasions such as Halloween, Bonfire Night and Christmas.
“Both the flavours and the on-pack promotion will ensure retailers are offering something for everyone. The campaign is set to appeal to our core Robinsons shoppers, alongside wider audiences through fans of the popular theatre show. The campaign also aims to further encourage purchase through only being available for a limited time, supporting retailers in maximising their squash and Ready to Drink sales this autumn.”
The Robinsons Wicked campaign will be supported with a £200k marketing campaign, including out of home advertising and PR.
