Britvic is investing £1.4 million in a new TV and outdoor ad campaign to support the launch of its latest innovation in the Robinsons range: Robinsons Fruit Shoot 100% juice, which is aimed at children.
To launch this month, the campaign will reach 79 per cent of its target audience - mothers - an average of five times each. The TV ad was aired for the first time during the film Wimbledon on July 6, with the rest of the campaign going live on July 9. The schedule for the TV ad includes popular programmes such as Emmerdale, Hollyoaks, Law & Order and The Simpsons.
The TV advert informs the audience that the new juice is one of their child’s 5 A DAY and finishes with the tagline “raise them on Robinsons”. Two print executions focus on the idea that Robinsons Fruit Shoot 100% juice makes fruit “easier to swallow”, again reinforcing the 5 A DAY message.
“The pure juice category is currently worth more than £1 billion and it continues to grow at a fast rate in line with consumers’ desire for healthy and natural drinks,” said Jonathan Gatward, Robinsons brands director at Britvic. “With the backing of one of the strongest brand names in the children’s drinks market combined with our marketing investment, we expect Robinsons Fruit Shoot 100% juice will represent a significant profit opportunity for our retail partners.”
Robinsons Fruit Shoot 100% is available in orange, apple and apple & blackcurrant, and contains no ‘bits’. As the latest product to join the Robinsons Fruit Shoot family, Robinsons Fruit Shoot 100% Juice has a re-sealable and recyclable bottle and does not require refrigeration.
Robinsons Fruit Shoot remains the number one kids’ juice drink with a value of £73.5m in sales in take-home and £12m in on-premise.
