A joyful, colourful choir sing an uplifting song. It’s emotive – and then it gets striking. The perfectly harmonised rendition of Girl On Fire by Alicia Keys begins to be sung in gargles. Why? The commercial, Proudly Presents, is running in a primetime ITV Proudly Presents slot during Britain’s Got Talent.
The brand campaign is Robinsons’ first by Saatchi & Saatchi after its rebrand in March. It invites the UK to Get Thirsty, celebrating the joyful things in life that make us thirsty – because a healthy thirst is evidence of life being lived to the full.
The TVC, directed by PRETTYBIRD’s Yousef is a marked shift of direction for the brand, with its heart of unbridled and infectious joy. It repositions thirst, usually thought about as a negative state, as a sign of life being lived to the full.
Saatchi & Saatchi worked with mSix&Partners from the start to build an impactful execution strategy, ensuring maximum reach for the work across multiple channels. In addition to its prime-time debut with ITV, a second phase of creative will land in early June. Client, Britvic, and Saatchi & Saatchi also partnered with creator commerce company, Whalar to harness the creative device of gargling on social media, building and launching a dedicated TikTok filter and challenge, Guess My Gargle, set to drive strong earned impressions for the campaign across the channel.
The new, long-term brand platform is being run by an integrated agency team comprised of Saatchi & Saatchi, Infused (Britvic’s in-house social studio), Whalar, Cirkle PR, mSix&Partners and Bloom.
Charlotte White, marketing director, Robinsons, commented, “As the category leader with a drink enjoyed by so many families we wanted to use our advertising to also bring a moment of enjoyment to an ad break. Saatchi & Saatchi’s gargling choir was a route we simply couldn’t resist – not only is it impossible not to crack a smile, but it also intrinsically linked our product to the creative.
“This campaign was a collaborative undertaking from the start, with media strategy sitting alongside the creative from day one. With a second phase still to come, we’re excited to see it unroll, and are looking forward to getting the nation gargling.”
Victoria Bickle, UK managing director, mSix&Partners added, “Having undergone a root and branch strategic review of how to best communicate Robinsons to modern British families with Britvic and Saatchi & Saatchi, we’re delighted to see this campaign come to fruition. Bringing the gargle completely through the line has been incredibly rewarding, this is a plan that absolutely embodies the spirit of partnership, and the best of Robinsons.”
Franki Goodwin, chief creative officer, Saatchi & Saatchi, commented, “Our choir’s spirit is utterly infectious, and feels like a real celebration of life’s thirsty moments.”
Credits:
Client: Britvic (Robinsons)
Advertising Agency: Saatchi & Saatchi
Chief Creative Officer: Franki Goodwin
Copywriter: Katy Stanage
Art Director: Alice Marani
Executive Design Director: Nathan Crawford
Design Director: Kris Miklos
Planning Director: Sam Wise
Senior Planner: Guy Reason
Managing Partner: Humphrey Taylor
Account Director: Cameron Saville-Smith
Executive Producer: Adam Walker
Creative Producer: Joe Revens
Media Buying Agency: Msix&Partners
Media Strategist: Joseph Kidd
Media Planner: Ed Ringrow
Production Company: Prettybird
Director: Yousef
Producer: Jake River Parker
Editor: Charles Gamble @ Okay Studio
Post-Production Company: Rascal Post
Post-Production Producer: Jasmine Lewis-Humphrey
Sound Engineer: Mark Hills @ Factory Studios
