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Robinsons hides giant tennis balls across UK

Friday July 3, 2015 at 7:36am
Britvic Soft Drinks has launched a a new multi-channel campaign for Robinsons, ‘80 Years at Wimbledon’, taking a taste of Wimbledon to the nation to celebrate its 80 year partnership with the All England Lawn Tennis Club and the Wimbledon tournament. The campaign includes a nationwide treasure hunt, ‘The Great Robinsons Ball Hunt’, with giant tennis balls hidden across the country. To join in, consumers are invited to follow the daily clues presented by former British No. 1 tennis player Tim Henman on Twitter @DrinkRobinsons, to track down a ball. Prizes range from VIP days at Wimbledon to jumbo tennis kits for families. The campaign will involve a combination of ATL ads, limited edition packs, activation, PR, digital and social media and limited edition point-of-sale materials for stockists. A new Robinsons TV ad has been created, featuring a nostalgic creative that celebrates the heritage of the two brands from a unique position at Wimbledon reserved only for the umpire and Robinsons Barley Water since 1935. Outdoor and print advertising featuring Robinsons Squash’d pack will roll out nationwide. In keeping with the theme, in-store activation includes new limited edition Squash’d labels transforming packs into tennis balls and a selection of both in-aisle and stand-alone POS, including pre-filled shippers, supporting core Robinsons and Squash’d. Kevin McNair, GB marketing director at Britvic, says: “The Robinsons 80 year partnership with Wimbledon is a real landmark for our brand and we’re certain that this anniversary year will be the best ever. We expect consumer awareness to significantly heighten during the summer months.”
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