Britvic launches two Robinsons marketing campaigns

Britvic, the soft drinks manufacturer, is launching two new Robinsons campaigns, introducing a double-concentrate range to its squash category and a new Fruit Shoot variant.

Britvic: to launch major campaigns for Robinsons range
Britvic: to launch major campaigns for Robinsons range

Both campaigns have been created by BBH, with media planning and buying handled by CHI.

Britvic is introducing the first branded double-concentrate squash to the Robinsons range, supported by a £6.8m campaign that will launch in March.

The campaign features TV advertising, in-store activation, consumer sampling and trial offers.

The squash will feature an "easy-to-grip" handle on the bottle to make it simpler for children to pour their own squash.

Debby Eddy, Robinsons brand controller, said: "Our research tells us that many children are allowed to pour their own squash and this sometimes leads to over-pouring. The pour-control feature on the new bottle will eliminate this risk."

Britvic has also announced the launch of Fruit Shoot Hydro, a new variant in the Fruit Shoot range to replace Fruit Shoot H2O, supported by a £2.5m campaign.

The drink is aimed at children between the ages of seven and 11, with campaign activity spanning cinema, TV and press ads, in-store and POS, and will in February.

Eddy said: "Robinsons Fruit Shoot Hydro meets a gap in the market for older children who have become more active and, as a result, increasingly need to stay hydrated."

In December, Britvic named Pamela Bower-Nye as its new international marketing director.