Leading soft drinks manufacturer Britvic is launching its longest-ever Robinsons Fruit Shoot promotion this summer to drive sales of the juice drink for retailers. ‘Champion of the Playground’, an on-pack promotion, will run for four months from June and give away over 12,000 skills kits to children.
Champion of the Playground is an online skills league for kids that encourages them to learn and practice new skills. The campaign, created by BBH, enables children to get involved in a virtual playground by competing with their friends both on and offline to claim their crown and become Champion of the Playground.
Featuring on the brand’s low sugar variants, the promotion will encourage children that drink Fruit Shoot to create a personalised profile and avatar on the newly designed Fruit Shoot website (www.fruitshoot.com). The site will give details of how children can earn points by practising various skills and move up a digital leaderboard of the highest points scorers. Points can be gained by:
• Using Skills Kits and entering generated points online
• Playing web cam games
• Watching ‘Wow & How’ videos on FruitShoot.com
Children can also enter a prize draw online to win a Skills Kit, containing a kit bag and a web cam, as well as a digitised skipping rope and a digitised hackysack that contain micro-chips which record a code when the child practises certain skills. Children can then go online and enter the recorded code to receive further skills points and see how they compare against their friends in their friends league.
Fruit Shoot Hydro
The Champion of the Playground promotion is another example of the exciting activity happening on the Fruit Shoot brand. Earlier this year Britvic also introduced Robinsons Fruit Shoot Hydro, a spring water drink with a hint of natural fruit flavour that provides children with a tasty and refreshing drink, which is free from sugar and artificial colours and flavourings. The Fruit Shoot Hydro range comes in three flavours, Orange & Pineapple, Apple & Raspberry and Blackcurrant. The range is available individually in 350ml bottles with an MRRP of 85p, in a pack of four at £2.19, or an eight pack of 250ml bottles at an MRRP of £2.99.
The Fruit Shoot brand is being supported by TV and cinema advertising over the summer months, and in-store by a range of dedicated POS materials, including wobblers, barkers and shippers.
Debbie Eddy, Robinsons Brand Controller, commented:
“We know children like a challenge, especially when it comes to competing against their friends. Champion of the Playground will help keep children entertained over the summer months and beyond, providing retailers with a promotion that really engages children and encourages them to stay active. Kids tell us that Robinsons Fruit Shoot is the coolest kids brand about and the new promotion will help to make it even more popular with children, growing sales of the range even further for retailers.”