Celebrating over 75 years as the official still soft drink supplier to The Championships at Wimbledon leading soft drinks manufacturer Britvic, is launching their new 2013 summer activity for Robinsons. Currently growing by 3.6% YOY the squash category attracts an additional 789,000 households leading up to and during the Wimbledon Fortnight . With over 15 million glasses drunk every day and 50% of UK households drinking Robinsons , the latest campaign has been designed to drive brand love and to create a nation of daily Robinsons drinkers.
Originally created as a drink to refresh and hydrate Wimbledon players, Robinsons has always been associated with family, fun and play. Continuing this association, the quintessentially British brand will be available in Limited Edition Wimbledon bottles on all variants of Fruit Squash, Fruit & Barley and Barley Water from June. In order to help retailers drive sales during the all-important summer period, the new bottles will be supported by eye-catching point-of-sale, such as large retention unit trays, barkers, posters, dump bins and gondola ends to drive visibility and awareness of the promotions.
Alongside the Limited Edition Wimbledon bottles, the nation’s favourite squash brand will be tapping into the playful spirit of the annual tennis tournament and offering consumers the chance to win tennis inspired prizes, including exclusive VIP tickets to The Championships at Wimbledon with key retailers across the impulse and grocery trade.
To support the Limited Edition bottles in the grocery channel, Robinsons will be running bespoke platforms in each of the major multiples, including price promotions, and discounted coupons. Wholesalers will also get the opportunity to drive sales with an exclusive offer - a 1.25 litre bottle with 25% extra free to impulse retailers in the brands top two selling flavours Orange NAS (No Added Sugar) and Apple & Blackcurrant NAS.
Helen Gorman, Brand Director at Britvic comments: “As the nation’s favourite squash brand4, we’ve invested a significant amount in Robinsons this year and are really excited about our continued sponsorship of The Championships. Now in its 78th year, our association with Wimbledon is sure to drive further consumer awareness and interest while the exciting in-store activities will help to drive purchase this summer.
“We want families to have Robinsons to hand when they work up a thirst playing together and our latest promotion has been designed to champion brilliant moments of family play, whether that be in the garden, the living room or the local park. As Wimbledon is the only major sporting event in 2013, we’d urge retailers to stock up and position the Robinsons range somewhere prominent in-store, using our Wimbledon POS to capture shopper attention and take full advantage of this sales and profits opportunity.”