It’s not easy selling cordial in 2025. There’s not just other coridal competition. There’s saintly “health & wellness” competition, newcomer protein competition and showy fizzy competition. So Lucky Generals and Robinsons are selling the one thing that trumps them – love.
The campaign was built on research that shows that the first three minutes of a kid’s return from school are actually some of the most important moments for children and parents to reconnect. Lucky Generals put Robinson’s at the heart of this moment with the brand platform, Real Love in Every Drop, and a launch campaign story about a young boy sent home from school for breaking the rules. It’s a very human story with a witty twist at its end.
The platform positions Robinsons as a brand that not only understands modern families, the challenges of present-day parenting and real family life, but is also an integral part of it.
Nick Bird and Lee Smith, Lucky Generals creative directors, stated, “We’ve all been there. ‘Teacher would like a word at school pick-up time.’ The shock, the shame….then trying to hold back the laughter as you’re given a detailed account of how your little angel wrote ‘Charlie eats farty cake’ on his textbook. Nothing a little sit down and chat over a glass of squash can’t rectify.
Clare Brosnan, Robinsons brand marketing director at Carlsberg Britvic, stated, “We are delighted with the way Lucky Generals have captured the essence of what we are striving to achieve for Robinsons – delivering product and emotional superiority of this much-loved soft drinks icon. The Real Love in Every Drop campaign is a new and powerful brand platform that celebrates the role that Robinsons has played in family life for generations.”
The hero commercial launched TV during the Britain’s Got Talent final as well as in cinemas. The full campaign includes outdoor activation, a host of impactful OOH across the UK, radio, social and PR, and a wide-ranging influencer campaign to be announced at a later date.
Credits:
Client: Carlsberg Britvic [Robinsons]
Chief Marketing Officer: Munnawar Chishty
Brand Marketing Director: Clare Brosnan
Senior Brand Manager – Equity & Comms: Louise Judkins
Marketing Controller: Matt Wilson
Head of Insights: Pete McQuire
Senior Consumer Insights Manager: Christina Lade
Creative Agency: Lucky Generals
Production Company: Lief Studio
Director: Harry Wootliff
Executive Producer: Margo Mars
Producer: Ella Sanderson
Director of Photography: Tom Townend
Offline Editor: Tim Fulford
Post Production: Coffee & TV
Colourist: Tash Hicks
Sound Design: No8
Sound Engineer: Sam Robson
Stills Production Company: Picture Club
Photographer: Tori Ferenc
Producer: Becky Humm
Executive Producer: Caterina Moscato
Media Agency: T&P
