Flavours For Good or for Wicked
SQUASH juice brand Robinsons has kicked off a new on-pack promotion in partnership with Universal Pictures featuring the upcoming movie musical Wicked.
As part of the collaboration between the two, Robinsons is set to launch two new limited edition flavours within its Double Concentrate range including Amazafying Citrus Twist and Outstandiful Berry, inspired by the film’s two main characters Elphaba and Glinda respectively. Each come with an RRP of £2.25.
Shoppers will be invited to choose their favourite variant with the brand posing the question ‘Witch flavour are you?’.
Available from 16 October, the limited edition flavours will roll out to managed retail stores while stock lasts with a further on-pack promotion across Robinsons’ Double Concentrate and Ready-to-Drink Raspberry & Apple drinks.
The on-pack promotion across the range mirrors the limited edition tagline with ‘Witch will you win?’ and offers shoppers the chance to win Wicked merchandise and a trip to New York.
The Robinsons Wicked campaign will be supported with an investment into a marketing campaign of over £200,000 including OOH support and PR.
Ben Parker, commercial director in Great Britain at Britvic – the company behind the Robinsons brand – said:“We know shoppers are increasingly on the hunt for bold new flavours to try and treat their families during key moments throughout the year, so partnering with Universal Pictures on the hotly anticipated Wicked film is the perfect way to shine a light on the segment ahead of key occasions such as Halloween, Bonfire Night and Christmas.
“Both the flavours and the on-pack promotion will ensure retailers are offering something for everyone. The campaign is set to appeal to our core Robinsons shoppers, alongside wider audiences through fans of the popular theatre show.
“The campaign also aims to further encourage purchase through only being available for a limited time, supporting retailers in maximising their squash and Ready-to-Drink sales this autumn.”
