Britvic : Robinsons and Saatchi & Saatchi London launch Fruit Creations campaign

19 Jan 2018

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19^th January 2018: Robinsons, owned by Britvic, and Saatchi & Saatchi London today release 'Listen Up', a multi-million-pound, multi-channel brand campaign to launch Fruit Creations, the first in a new range of Robinsons products designed especially for grown-ups.

The protagonist of the fast-paced 40' hero TVC is a young girl who charmingly introduces the benefits of the new range to surprised grown-ups in a series of adult scenarios: a boardroom, swimming pool and courtroom all feature.

Fruit Creations has twice the fruit content of core Robinsons and exciting new flavour combinations including Peach and Raspberry and Pear and Blueberry.

The '40 advert and '20 cut down will run throughout the year on TV and VOD in the UK and Ireland. The campaign will also be supported by Facebook and social activations with additional PR and experiential support.

'Listen up' is the first work created by Saatchi & Saatchi London since winning the Britvic kids and family portfolio account in August 2017, and marks a new direction for the brand. The next stage of the campaign starts in March with the launch of Robinsons Fruit Cordial.

Matt Barwell, chief marketing officer at Britvic said, 'With a rich heritage dating back to 1823, Robinsons squash remains a firm favourite for families, bought by four in 10 households across the nation. Kids are currently seen as the main consumers of squash, so the creative is designed to help land the new adult proposition in a way that's new for Robinsons and entertaining for adults, using the disarming wisdom of children. With a staggering three million glasses of Robinsons squash being drunk every day in Britain, who better than our child squash experts to educate adults about the great taste of new Robinsons Fruit Creations?'

With a heritage dating back to the 19^th century, and famed for its links with Wimbledon championships where Robinsons Barley Water was first invented in 1935, today Robinsons is a much-loved household name and maintains its position as the no.1 squash brand in Great Britain.

Kate Stanners, global chief creative officer, added, 'As such an iconic, well-loved staple in British households it's been fun turning the category on its head by using the real experts in squash to sell Robinson's new adult portfolio. It's about time we listen to our real bosses -kids!'

ENDS

About Robinsons

Robinsons has been refreshing the nation since 1823., Robinsons squash is bursting with real, thirst-quenchingly fruity flavours to keep you refreshed. We use real fruit that is squeezed, pressed or crushed in every drop of Robinsons. Visit www.robinsonssquash.co.uk.

About Britvic

Britvic is one of the leading branded soft drinks businesses in Europe and South America. Britvic currently operates in and exports to over 100 countries, and is the largest supplier of branded still soft drinks in Great Britain ('GB') and the number two supplier of branded carbonated soft drinks in GB. Britvic is an industry leader in the island of Ireland with brands such as MiWadi and Ballygowan, in France with brands such as Teisseire and Pressade and in Brazil with Maguary, Dafruta and Bela Ischia.

The company combines its own leading brand portfolio including Robinsons, Purdey's, drench, Tango, J2O, Fruit Shoot, Teisseire, Maguary, Dafruta, Bela Ischia, Ballygowan and MiWadi with PepsiCo brands such as Pepsi, 7UP and Lipton Ice Tea which Britvic produces and sells in GB and Ireland under exclusive PepsiCo agreements.

Britvic's management team has successfully developed the business through a clear strategy of generating profitable growth in our core markets and international expansion, driven by innovation, investment in our business capability, and building trust and respect in the communities we serve and operate in. The strategy is based on creating and building a portfolio of scalable brands that offers drinks for kids, families, and adults, anywhere, at any time - helping to make everyone's every day moments more enjoyable.

Britvic is listed on the London Stock Exchange under the code BVIC and is a constituent of the FTSE 250 index.

About Saatchi & Saatchi London

Saatchi & Saatchi London is built on our belief, that Nothing is Impossible. This spirit is brought to bear on transformative work for clients including Procter & Gamble, HSBC, Asda, EE, Expedia, Kerry Foods and Visa.

The Saatchi & Saatchi network unites 114 offices in 67 countries and 6,500 people. Saatchi & Saatchi London is part of the Publicis Groupe. For more information, visit www.saatchi.co.uk.

¹ Nielsen Scantrack, Total Coverage, Squash category value sales, 52 weeks to 30.09.17