Robinsons: Revitalise

Robinsons, the long-standing UK fruit squash brand, turned around declining sales by revitalising its core range of soft drinks to deliver volume and margin growth for brand owner Britvic.

Campaign details

Brand: RobinsonsBrand owner: BritvicLead agency: Saatchi & Saatchi, m/SIXContributing agencies: Red PR, Bloom, IpsosCountry: United KingdomIndustries: Concentrates & cordialsMedia channels: Public relations, Social media, Television, Video on demandBudget: 1 - 3 million

Executive summary

Between 2010 and 2017 the squash category was in terminal value decline and penetration was a leaking bucket with 1.6 million households leaving this category (6%). The macro factors that contributed to this were increased competition of soft drinks and water perceptually being healthier than a squash. As the...

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