Leading soft drinks supplier, Britvic, is putting Robinsons Double Concentrate on TV to make consumers aware of the value the new squash format offers and drive sales for retailers. The £4 million TV campaign has been directed by BAFTA award-winning director Shane Meadows and will communicate that Robinsons Double Concentrate gives consumers ‘a lot from a drop’.
On air from 11th April and running until end of August, the campaign will consist of one 60 second and two 30 second adverts that emphasise the value the range offers. The adverts show a group of children testing to see whether you really can get 50 drinks from one 1.25mL bottle of new Robinsons Double Concentrate. They visit friends in their village, handing out Robinsons squash until the bottle is empty and proving the theory. The final frame reinforces the message that you really can get a lot from a drop.
Britvic introduced Robinsons Double Concentrate to its iconic squash brand in March, complete with an innovative new pour control feature and easy-to-grip handle to help families make their Robinsons squash just the way they like it. The Squash category is currently worth over £500 million, with the Robinsons brand worth £315 million and growing by 2% in the take-home channel.
Robinsons Double Concentrate launched in March in 1.25 litre and 1.75 litre formats across its Regular and No Added Sugar variants with an MRRP of £2.59 and £3.49 respectively.
Increased value for money
Debbie Eddy, Robinsons Brand Controller, Britvic, commented:
“Both our customers and consumers have responded extremely positively to us bringing the first branded double concentrate squash to the market. Consumers continue to look for value for money when doing their weekly shop, and this TV campaign is all about demonstrating that the nation’s favourite squash brand is now offering even better value. We recommend that retailers get stocked up on Robinsons Double Concentrate to take advantage of the demand the TV campaign will create.”
Nielsen MAT data to w/e 25/12/10