Robinsons gargling choir thirstily performs unique rendition of Alicia Keys song
It’s the first work since the Britvic-owned company unveiled its rebrand in March this year.
Squash brand Robinsons has unveiled a joyful ad campaign that puts warbling choristers front and center. Created by ad agency Saatchi & Saatchi, the spot sees a colorfully clad tuneful group gargle their way through This Girl is on Fire by Alicia Keys alongside an impassioned young vocalist who leads the tune.
Viewers of Saturday’s Britain’s Got Talent would have been privy to the ‘Get Thirsty’ launch that will continue to run across TV, out-of-home, video-on-demand and social throughout the summer. The push hopes to reposition being parched a sign of life being lived to the fullest. Paid media was managed and bought by mSix&Partners.
Charlotte White, marketing director at Robinsons, commented: “As the category leader with a drink enjoyed by so many families, we wanted to use our advertising to also bring a moment of enjoyment to an ad break. Saatchi & Saatchi’s gargling choir was a route we simply couldn’t resist – not only is it impossible not to crack a smile, but it also intrinsically linked our product to the creative.”
“This campaign was a collaborative undertaking from the start, with media strategy sitting alongside the creative from day one. With a second phase still to come, we’re excited to see it unroll and are looking forward to getting the nation gargling.”
Alongside the ad, there is also a dedicated TikTok filter and challenge titled ‘Guess My Gargle’, hoping to drive strong-earned impressions for the campaign across the channel.
Victoria Bickle, UK managing director at mSix&Partners, added: “Having undergone a root and branch strategic review of how to best communicate Robinsons to modern British families with Britvic and Saatchi & Saatchi, we’re delighted to see this campaign come to fruition. Bringing the gargle completely through the line has been incredibly rewarding, this is a plan that absolutely embodies the spirit of partnership and the best of Robinsons.”