Leading soft drinks manufacturer Britvic is launching a new marketing campaign to celebrate the 75th anniversary of Robinsons’ association with the Wimbledon Championships, the world’s second longest running sports sponsorship. Commencing in May and running until the end of the tournament, the activity will include an on-pack promotion on Robinsons Fruit Squash, No Added Sugar Fruit Squash and Fruit & Barley variants, TV advertising and nationwide PR.
Robinsons will retain last year’s successful advertising campaign that taps into the emotions the tournament evokes every year and how the nation hopes for a British Wimbledon champion. On screen from the 14th June, the creative will however be updated to highlight Robinsons 75 years at Wimbledon, closing on a bottle of Robinsons Barley Water with strapline ‘Robinsons Barley Water, serving Wimbledon for 75 years’.
Wimbledon in your living room
Rolling out into store from the second week in May for eight weeks, the new on-pack promotion will give consumers the chance to win Nintendo Wiis and EA Grand Slam Tennis Games every hour by entering online or by SMS. The promotion will bring the fun of winning at Wimbledon into living rooms across the UK.
Designed to drive sales during one of the UK sporting calendar’s biggest events, the promotion will be featuring on Robinsons Fruit Squash, No Added Sugar Fruit Squash and Fruit & Barley variants. The on-pack design features parents and children playing Wii tennis, encouraging families to get active during the tournament and beyond.
75 Kids for 75 Years
Helping to raise nationwide awareness of Robinsons’ association with Wimbledon, a regional PR campaign will look to recruit 75 tennis loving kids to experience a once-in-a-lifetime two day coaching session with Tim Henman. The heats will be held at Tennis Centre’s across the UK where the Head Coach from the All England Tennis Club, Dan Bloxam, will judge. The overall winner will be presented with a tennis bursary.
Robinsons squash up 6%
Leslie Davey, Britvic Brand Director Robinsons, said: “Over the last 75 years, Robinsons has become synonymous with Wimbledon helping to raise the popularity of the brand to take the title of the UK’s No.1 squash. Last year’s Wimbledon activity helped the Robinsons brand grow by 6% to £208m, an increase of £12m on 2008. This year’s campaign is set to be bigger and better so we would urge retailers to site the Robinson range somewhere prominent in-store to ensure the increased brand awareness and profit opportunity is capitalised upon”.
In 2009 take-home squash sales grew by 7% to £476m, with Robinsons, the sub-category leader driving a third of all sub-category growth.