Britvic rebrands Robinsons squash with strap line 'Play Thirsty' to reflect healthy lifestyle positioning

Britvic is to rebrand its Robinsons range of fruit squash drinks to reflect the shift in consumer preferences towards a more balanced diet and highlight new product launches.

The new design aims to deliver stronger associations with fruit and communicate the quality of Robinsons' products which is "worth paying more for" and that there is "real fruit in every drop".

The pack redesign will be supported by a similar change to on-shelf merchandising to driving continuity across all in-store messaging.

The brand will lead with a ‘Play Thirsty’ message to underpin all Robinsons' activity to encourage families to live an active lifestyle. This follows the announcement that it will now only produce the No Added Sugar variant of its squash products.

Robinsons will launch a new range of flavours including Apple, Blackcurrant & Cherry, Lemon & Mango, Orange & Raspberry and Pineapple, Mango & Passion Fruit. Limited Edition variants will also be launched later in the year to coincide with seasonal activity.

Jonathan Gatward, GB marketing director, Britvic Soft Drinks, commented: “The scale of activity reflects our commitment to our overall category vision and ensures that our brands continue to satisfy consumers’ ever-changing tastes and preferences.

"We are extremely proud of the new brand positioning and packaging because it helps to communicate the high quality of Robinsons, reaffirming its position as the UK’s number one squash offering the best taste."

The redesign comes as Britvic looks to lead with Robinsons as part of its wider vision to transform the squash segment into a new ‘dilutes segment’, to create new consumption behaviours and occasions.

Last year the soft drink company launched Squash'd, a portable squash product aimed at breathing life in to the "dull" category.

A "heavy-weight" marketing programme will roll out during 2015 including a TV campaign set to air later in the year and ongoing social engagement.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.