Robinsons has rolled out a nostalgic marketing push to mark the 80 year anniversary of its partnership with tennis tournament Wimbledon.
Ahead of play commencing today (29 June), Robinsons owner Britvic revealed it had once again renewed the sponsorship deal for a further five years, covering the tournaments from 2016 to 2020.
"We are very proud of the unique history shared between Robinson's and Wimbledon, and as we celebrate the 80th anniversary of the partnership, we are excited to be reaffirming our relationship with one of the most important British sporting events in the calendar,” said Matt Barwell, Britvic’s chief marketing officer.
The brand first associated itself with Wimbledon in 1935, when lemon barley water was created to hydrate the tournament’s tennis players.
It then went into commercial production under the Robinson Barley Water name and has returned to Wimbledon each year since.
The TV ad capitalises on this history, promoting the Lemon Barley Water and shows the excited feet of umpires over the past eight decades. It has been supported with digital, print and outdoor activity as well as limited edition packs and POS.
However, it can only claim the second-longest sports partnership in history; Wimbledon’s 103-year deal with Slazenger to supply the tournament’s tennis balls takes top place.