Britvic-owned squash brand Robinsons is set to launch a multi-million pound ad campaign, its first following a re-brand to reflect the shift in consumer preferences towards a more balanced diet.
Running under the new 'Play Thirsty' strapline the campaign is under pinned by a 60 second TV ad, which promotes new flavours to the Robinson's squash range.
Digital outdoor and online advertising will support the TV spot, which runs until mid June.
Robinsons hopes the new campaign will deliver more shoppers to the category by creating new consumption behaviours. Last year, the total squash and cordial category fell by 3.8 per cent year-on-year in 2014 to £514.2m.
Helen Gorman, kids and family brand director at Britvic Soft Drinks said that the launch of the new TV creative and marketing activity reflects Robinsons commitment to the squash category.
"Our investment in media and innovation 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 campaign comes as Britvic looks to lead with Robinsons as part of its wider vision to transform the squash segment into a new ‘dilutes segment’.