How thinking like a tech brand helped set Robinsons free

This case study describes the launch SQUASH'D in the UK, a new concentrated drinks brand owned by Robinsons, which took inspiration from tech companies.

How thinking like a tech brand helped set Robinsons free

John HarrisonBBH

Executive summary

In early 2014, against the backdrop of a stagnant market, Robinsons launched SQUASH'D – a super-concentrated squash that could flavour 20 drinks of water, yet fit into your pocket.

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