It’s not easy selling cordial in a new drinks environment awash with coconut waters, energy drinks and “wellbeing” juice concoctions. But, if you’re an adult, it’s better for you than alcohol. And that’s the clever pitch that Saatchi & Saatch is making for Robinsons Fruit Cordial.
In January, Saatchi & Saatchi London helped Robinsons cordials to establish itself within a new market for the drink that has traditionally been sold to kids – the adult market.
And to do that, the agency used the magnetic power of cute kids – kids telling adults about the virtues of a drink is an endearing twist on the usual adult authority figure. And let’s not forget that kids are the traditional cordial experts.
Now Robinsons has launched a second range of cordials for grown-ups – the “most sophisticated Robinsons yet” – and the agency is pitting it against adults’ traditional drink, alcohol.
“The Fruit Cordial campaign is a continuation of the new adult proposition for Robinson’s,” stated Kevin McNair, GB marketing director at Robinsons’ owner, Britvic.
“As modern tastes evolve, we’re continuing to see that adults are looking for ‘better for you’ soft drinks options that are more premium and more enjoyable. Fruit Cordial, with its beautiful combinations of real fruit and botanicals, premium glass bottle and no added sugar, is ideally suited to meet this need so we’re excited to be bringing the new creative to TV screens this spring. As an extension of the Listen Up platform launched earlier this year, the new creative is designed to draw awareness of new Fruit Cordial as a considered drink of choice, based on the recommendation of a seasoned child squash expert, an invaluable voice of reason.”
The new 30-second film and a 20-second cut down will run for three months from March and will be shown across TV in the UK.
“The juxtaposition of children experts next to the adult novices challenges viewers to consider Fruit Cordial as a sophisticated, alternative beverage for any time of day,” added Saatchi & Saatchi global chief creative officer, Kate Stanners.
“We’ve refreshingly given charismatic children a voice to educate their elders on the tastes and benefits when choosing Fruit Cordial.”
Where the campaign began:
Saatchi & Saatchi London: Kid appeal sells Robinson cordial to grown-ups
Credits:
Advertising Agency: Saatchi & Saatchi London
Executive Creative Director: Kate Stanners
Creative Directors: Mark Slack & Gemma Phillips
Copywriter: Mark Slack
Art Director: Gemma Phillips
Planners: David Hackworthy & Zoe D’avignon
Account Management: Larissa Vince, Adrian Ash & Claire Boisgontier
Producers: Sam Robinson, Lisa Mason & Megan Sutton
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
