Robinsons is once again partnering with Universal Pictures to promote the release of the ‘Wicked: For Good’ movie on the 21st November.
To celebrate the tie-up, a limited-edition run of flavours, each finished with edible glitter, sees the launch of a brand new ‘Wonderfully Fruity Twist’ variant, alongside the return of ‘Amazifying Citrus Twist’ and ‘Outstandiful Berry’ in Robinsons Double Concentrate. For the first time, the partnership also extends into the Fruit Shoot brand, with ‘Thrillifying Citrus’ (Citrus Twist) and ‘Sparkle Berry’ (Strawberry & Pineapple) flavours.
Clare Brosnan, Brand Marketing Director at Robinsons, commented: “Last year’s partnership with Universal Pictures was a huge success, with 1.3 million limited edition bottles sold in Q4 and £1.6m RSV delivered in the total market. Building on this momentum, this year we are going bigger and better, introducing new flavours across the Robinsons and Fruit Shoot brands to extend appeal and further drive engagement. Pairing Wicked: For Good, one of the year’s most hotly anticipated films, with such well-loved family brands is perfectly set to deliver success in the squash aisle for retailers”.
Inspired by the film’s characters, Elphaba and Glinda, the campaign will encourage shoppers to answer, ‘Witch Flavour Are You?’, driving interaction at purchase and promoting trial across the limited-edition range. To further increase campaign visibility, Robinsons core Orange and Apple & Blackcurrant will feature exclusive Wicked-themed on-pack designs across its 750ml and 1.75 litre Double Concentrate formats.
Robinsons Double Concentrate’s ‘Amazifying Citrus Twist’, ‘Outstandiful Berry’, and ‘Wonderfully Fruity Twist’, will be available across the grocery channel in 750ml formats until mid-December. Additionally, during the same time, Fruit Shoot’s ‘Thrillifying Citrus’ and ‘Sparkle Berry’ will be available in eight-pack formats. All products will be supported by point of sale to capture shopper attention in-store, with some having AR screens and exclusive gifts with purchase. Other major supermarkets will host sampling stations and experiential displays.
