Cordial is having to work very hard to be viable. And by very hard, we mean thinking outside the square. So rather than go head to head with all the new drinks out there for kids, Britvic cordial brand, Robinsons, has extended the appeal of its cordial to grown-ups.
Robinsons has a lot of good things supporting it. It is part of UK food and drink history, dating back to the 19th century and being linked with Wimbledon championships where Robinsons Barley Water was first invented in 1935. It is also the #1 squash brand in Great Britain.
Fruit Creations is a new fruit-enhanced Robinsons cordial range for grown-ups, and Listen Up is the Saatchi & Saatchi ad introducing it to the UK.
The appeal of the 40-second ad lies in its heroine, a confident girl with a lot of product knowledge and a touch of young girl naivety. This, and a 20-second cutdown, will run throughout the year on TV and VOD in the UK and Ireland. The campaign will also be supported by Facebook and social activations alongside PR and experiential support.
Listen up is the first work created by Saatchi & Saatchi London since winning the Britvic kids and family portfolio account in August 2017, and marks a new direction for the brand. The next stage of the campaign starts in March with the launch of Robinsons Fruit Cordial.
https://youtu.be/6nTUpCtTQys
Matt Barwell, chief marketing officer at Britvic commented, “With a rich heritage dating back to 1823, Robinsons squash remains a firm favourite for families, bought by four in 10 households across the nation. Kids are currently seen as the main consumers of squash, so the creative is designed to help land the new adult proposition in a way that’s new for Robinsons and entertaining for adults, using the disarming wisdom of children. With a staggering three million glasses of Robinsons squash being drunk every day in Britain, who better than our child squash experts to educate adults about the great taste of new Robinsons Fruit Creations?”
Kate Stanners, global chief creative officer at Saatchi & Saatchi added, “As such an iconic, well-loved staple in British households it’s been fun turning the category on its head by using the real experts in squash to sell Robinson’s new adult portfolio. It’s about time we listen to our real bosses – kids!”
Credits
Advertising Agency: Saatchi & Saatchi London
Global Chief Creative Officer: Kate Stanners
Creative Directors: Mark Slack & Gemma Phillips
Copywriter: Barney Spiro
Art Director: Harriet Ronn
Planners: David Hackworthy & Zoe D’avignon
Account Handlers: Larissa Vince, Adrian Ash & Claire Boisgontier
Producers: Sam Robinson & Lisa Mason
Production Company: Blink Films
Director: Max Sherman
Editor: Sam Snead
Producer: Ewen Brown
Post-Production Company: Electric Theatre Collective
Audio Post-Production Company: 750mph
Media Buying Agency: M/Six
Media Planner: Mike Ennes
