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Robinsons serves up on-pack push for 2014 Wimbledon campaign

Wednesday May 28, 2014 at 12:05pm
Britvic is offering families a one-off VIP tournament experience as part of its activity around its Robinsons brand at this year’s Wimbledon Tennis tournament. The activity, part of an annual £7million investment in the squash brand, will offer families the chance to a VIP package to attend Wimbledon via an on-pack promotion. Through the VIP package, which includes centre court tickets, spending the day in Robinsons’ luxury VIP suite, as well having a knockabout with former tennis star Tim Henman. The promotion will run across all Robinsons everyday squash variants, including 1L Single Concentrate, 500ml Double Concentrate (DC) 1.25L, DC and 1.75L DC bottles. Britvic will be supporting the Robinsons Wimbledon campaign with TV, press and digital communications that run through to mid-July. To increase consumer awareness of the competition the brand will be bringing back its Wimbledon ‘Imagine’ advert which sees tennis fans watching the tournament and drinking Robinsons. This year’s advert will include a new end frame to introduce the exclusive VIP family experience, driving consumers directly to store to pick up a pack and enter the competition online at www.Robinsonssquash.co.uk. Families can be in with a chance to win by entering a unique code to the Robinsons squash website. Eight VIP experiences are up for grabs through the on-pack mechanic, with a further two sets of tickets given away through social media competitions. Point of sale, including gondola ends and posters, will support the push instore. Johnathan Gatward, GB marketing director at Britvic, said: “Robinsons aims to get families to play more as part of their everyday lives, and Wimbledon provides a perfect opportunity for us to inspire families by getting them to have a go at tennis with our tips and tricks. Our on-pack promotion is sure to catch the attention of mum in-store and we can engage the whole family through our online content and opportunities to win more prizes. “Connecting Robinsons and Wimbledon to families through a national promotion such as this will ensure that Robinsons is in the kitchen over the summer months, when kids are hard at play and looking for a refreshing drink that they enjoy, that doesn’t cost mum a fortune.”
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