HHCL & Partners has killed off the ’different every time’ work
featuring Bob Holness which it created for Robinsons a year ago in
favour of a child-friendly strategy.
A pounds 3 million series of three ads is based on the idea that
Robinsons ’feeds the imagination’ using the kind of imaginative
questions often asked by children.
The previous strategy was intended to expand the adult still drinks
market but has been abandoned in favour of work to rejuvenate Robinsons’
core market of parents buying for junior drinkers.
In one commercial, a nanny asks her charge: ’Do you know what the
capital of England is?’ After a moment’s thought, captured in a daydream
sequence featuring a tiny teacher writing the country’s name on a large
blackboard, the child replies: ’E’.
A second sequence shows a child sitting in the waiting room of a
maternity ward watching a pregnant woman walk past accompanied by her
husband, who has a beer gut. The child asks: ’Do mummies have girls and
daddies have boys?’
Another film stars a boy looking out of his bedroom window, thinking:
’At Christ- mas, they always pray for peace on earth.’ An imaginary
garden is shown covered with large, surreal peas.
The ads broke nationally on 18 May and were written by Jo Tanner and art
directed by John Messum. They were directed by Paul Arden at Arden
Jennie Ayres, the director of still drinks for Britvic, said the Bob
Holness campaign had been an ’unsustainable’ attempt to increase the
number of adults drinking diluted beverages. ’These ads refocus on mum
as the key purchaser for Robinsons, giving their kids something good and
caring,’ she added.