In celebration of the highly anticipated cinema release of Wicked, Universal Pictures and Robinsons have joined forces to launch two spellbinding, limited-edition flavours – Amazafying Citrus Twist and Outstandiful Berry.
The partnership is set to transport Robinsons fans to the magical world of Oz with two wickedly tasty flavours. Each flavour brings to life the two famously enchanting witches, Elphaba and Glinda, through real fruit flavour.
Elphaba’s Amazafying Citrus Twist is wickedly zesty with a bewitching shimmer, while Glinda’s Outstandiful Berry is perfectly pink and fruity with a splindiforous shimmer. Both flavours contain extra magic with a dash of drinkable glitter that’s sure to make every sip feel wonderful.
Munnawar Chishty, Britvic brand director in Great Britain said: “Partnering with the most anticipated cinematic event of the year to bring Robinsons fans exclusive, limited-edition products is a fairytale.
“This collaboration allows us to merge the magic of cinema with the brand’s refreshing creativity, offering fans a chance to take a piece of their favourite film home with them to enjoy. We believe this partnership will create unforgettable experiences and cherished memories for our fans.”
Available from 16th October, the limited-edition flavours will be rolling out across selected grocery stores and symbol groups across the nation. Available in limited supply, shoppers will need to be quick to get their hands on them as they’re destined to disappear.
Alongside the product launch, Robinsons will also be running an on-pack promotion across its Double Concentrate and Ready to Drink Raspberry & Apple products.
Inspired by the film’s iconic characters, Elphaba and Glinda, shoppers are invited to choose their favourite of the two new flavours, with the brand posing the question “Witch flavour are you?”. The on-pack promotion will be sporting a similar tagline – ‘Witch will you win?’ – offering consumers a chance to win Wicked merchandise and a trip to New York.
The Robinsons Wicked campaign will be supported with a £200,000+ campaign, spanning out-of-home and PR activity including influencer and media engagement and roadside billboards that can’t be missed.
The launch is being brought to life with an integrated agency team including Cirkle for PR, Savvy delivering the shopper toolkit and activation, and T&Pm supporting the out of home digital plan.
For further information, please contact:
Amy Deedman
Corporate communications advisor
pressoffice@britvic.com
Notes to editors
The limited-edition Amazafying Citrus Twist and Outstandiful Berry Double Concentrate flavours will be available across managed and online retailers, with an RRP of £2.25.
The on-pack promotion will be available on plain packs across the wider market.
