Robinsons has announced a major partnership with Universal Pictures to celebrate the release of the highly anticipated new film, Wicked.
As part of the bewitching collaboration, it is launching two new flavours in its double concentrate range – Amazafying Citrus Twist and Outstandiful Berry. It is also rolling out an on-pack promotion across its double concentrate and ready to drink Raspberry & Apple offerings.
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 sport a similar tagline - ‘Witch will you win?’ - offering consumers a chance to win merchandise and a trip to New York.
Ben Parker, Britvic commercial director in Great Britain, said: “Squash continues to be a key market that retailers must be leveraging to maximise their soft drinks sales success. However, there is still room for further growth within the segment, meaning innovation remains crucial to maintain excitement and engagement among consumers in fun new ways.
“We know shoppers are increasingly on the hunt for bold new flavours, so partnering with Universal Pictures on Wicked is the perfect way to shine a light on the segment ahead of key occasions such as Halloween, Bonfire Night and Christmas. The campaign is set to appeal to our core Robinsons shoppers, alongside wider audiences through fans of the popular theatre show. The campaign also aims to further encourage purchase through being limited, supporting retailers in maximising sales this autumn.”
The Robinsons Wicked campaign will be supported with a £200k+ marketing campaign, including out of home advertising and PR.
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