Britvic is launching a new marketing campaign to celebrate the 75th anniversary of Robinsons’ association with the Wimbledon Championships, the world’s second longest-running sports sponsorship.
The campaign began last month and will run until the end of the tournament.
Activities will include an on-pack promotion on Robinsons Fruit Squash, No Added Sugar Fruit Squash and Fruit & Barley variants, TV advertising and nationwide PR.
On screen from the 14 June, the advertising will however be updated to highlight Robinsons' 75 years at Wimbledon, closing on a bottle of Robinsons Barley Water with the strapline, ‘Robinsons Barley Water, serving Wimbledon for 75 years’.
The new on-pack promotion will give consumers the chance to win Nintendo Wiis and EA Grand Slam Tennis Games every hour by entering online or by SMS.
Designed to drive sales during one of the UK sporting calendar’s biggest events, the promotion will be featured on Robinsons Fruit Squash and the on-pack design features parents and children playing Wii tennis.
A regional PR campaign will look to recruit 75 young tennis fanatics to experience a two-day coaching session with tennis star Tim Henman. The heats will be held at tennis centres across the UK, where All England Tennis Club head coach Dan Bloxam will judge. The overall winner will be presented with a tennis bursary.
Leslie Davey, Britvic brand director for Robinsons, said: “Over the last 75 years, Robinsons has become synonymous with Wimbledon, helping to raise the popularity of the brand to take the title of the UK’s number-one squash. Last year’s Wimbledon activity helped the Robinsons brand grow by six per cent to £208 million, an increase of £12m on 2008.
“This year’s campaign is set to be bigger and better so we would urge retailers to site the Robinsons range somewhere prominent in-store to ensure the increased brand awareness and profit opportunity is capitalised upon.”
In 2009, squash sales grew by seven per cent to £476m, with Robinsons, the sub-category leader driving a third of all sub-category growth.
