Why Wimbledon is so important for Robinsons

Campaign spoke to Britvic's Kevin McNair about the brand's 80-year sponsorship of The Championships and how the affiliation helps to promote their products across the summer months.

Kevin McNair, GB marketing director, Britvic said "The summer is a very important time – obviously Robinsons can be quite a seasonal product and therefore it really kickstarts our summer programme.

"If we get those light medium buyers in at the start of the summer, then we know that they create a habit and they drink more. Wimbledon gives us the opportunity to get the feature and display we need with our retailers to get consumers to buy our product."

Robinsons has sponsored The Championships for 82 years and have this year launched Refresh'd, a ready-to-drink squash made using 100% naturally-sourced ingredients and containing spring water mixed with real fruit and no added sugar. As well as promoting Robinsons at Wimbledon, the brand has been offering consumers the chance to win VIP passes to the event.

He said "Previous campaigns have worked really well – we generate a huge sales uplift if we can get the activity away, along with the great weather in the summer – then thats perfect. So our best ever year was probably in 2015, where we saw double digit sales uplift as a result of the activity."

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