Limited edition run of flavours to tie in with Wicked For Good
FRUIT juice brand Robinsons has once again partnered up with Universal Pictures to celebrate the launch of the much-anticipated film Wicked: For Good.
To celebrate the tie up, a limited-edition run of flavours has rolled out across Robinsons Double Strength diluting juice as well as Robinsons Fruit Shoot packs.
The limited edition diluting juices sees the return of the Outstandiful Berry and Amazifying Citrus Twist variants which hit shelves in 2024, tying in with the first film in the franchise, Wicked. Both variants include images of the lead characters of the franchise, the witches Glinda – on Outstandiful Berry – and Elphaba – on Amazifying Citrus Twist.
In addition to the returning flavours, Robinsons has introduced the new limited edition Wonderfully Fruity Twist, which features an image of the iconic Yellow Brick Road in Oz. All three variants of the Double Concentrate juice also include edible glitter inside to help the trio to stand out on shelf.
And for the first time, the promotion between the two has also rolled out to Robinsons Fruit Shoot brands, further building excitement with younger consumers. Two variants have joined the Fruit Shoot range with Thrillifying Citrus – Elpahaba – and Sparkle Berry – Glinda.
The campaign will also encourage shoppers to answer ‘Witch Flavour Are You?’ once again, driving interaction at purchase and promoting trial with the entire range of flavours. To further this visibility, core flavours of Robinsons Double Concentrate diluting juice will feature exclusive Wicked-themed on-pack designs across its 750ml and 1.75 litre formats.
The range is available on shelves now until mid-December, offering retailers plenty of opportunities to drive up excitement up until, and after, Wicked: For Good hits cinema screens across the UK on 21 November.
Clare Brosnan, brand marketing director at Robinsons, said: “Last year’s partnership with Universal Pictures was a huge success, with 1.3 million limited edition bottles sold in Q4 and £1.6 million RSV delivered in total market.
“Building on this momentum, this year we are going bigger and better, introducing new flavours across the Robinsons and Fruit Shoot brands to extend appeal and further drive engagement.
“Pairing Wicked: For Good, one of the year’s most hotly anticipated films, with such well-loved family brands is perfectly set to deliver success in the squash aisle for retailers.”
