Robinsons rolls out bewitching limited edition flavours and on-pack promotion with Universal Pictures’ Wicked

The UK’s number one squash brand[1], Robinsons, has announced a major partnership with Universal Pictures to celebrate the release of the globally highly anticipated new Wicked film. As part of the bewitching collaboration, Robinsons is launching two new flavours within its Double Concentrate range – Amazafying Citrus Twist and Outstandiful Berry. Available from 16^th October, the limited-edition flavours will be rolling out across managed retail stores, while stocks last. Alongside the launch, Robinsons is rolling out an on-pack promotion across its Double Concentrate and Ready to Drink Raspberry & Apple offerings, available now while stocks last.

Inspired by the film’s iconic characters, Elphaba and Glinda, shoppers are invited to choose their favourite of the two new flavours, with the brand posing the question ‘Witch flavour are you?’ The on-pack promotion will be sporting a similar tagline – ‘Witch will you win?’ – offering consumers a chance to win Wicked merchandise and a trip to New York.

Squash remains a household staple for shoppers, holding the top spot as the most-consumed soft drink in the UK[2].Through this, the squash category is now valued at £624m[3] with 76% of shoppers purchasing it[4], demonstrating the segment’s continued relevance. Robinsons is a key brand fuelling growth within this space, worth nearly £202m RSV[5], with its Ready to Drink range worth £22m RSV[6]. The brand is well placed to help retailers tap into the existing squash and Ready to Drink soft drinks opportunity, while attracting wider audiences to maximise sales through appealing to the Wicked fanbase.

Ben Parker, Britvic Commercial Director in Great Britain, said: “Representing nearly a third of all at-home soft drink occasions[7], with over three out of four households purchasing it[8], squash continues to be a key market that retailers must be leveraging to maximise their soft drinks sales success. However, there is still room for further growth within the segment, meaning innovation remains crucial to maintain excitement and engagement among consumers in fun new ways. We know that shoppers are increasingly on the hunt for bold new flavours to try and treat their families to during key moments throughout the year, so partnering with Universal Pictures on the hotly anticipated Wicked film is the perfect way to shine a light on the segment ahead of key occasions such as Halloween, Bonfire Night and Christmas.

“Both the flavours and the on-pack promotion will ensure retailers are offering something for everyone. The campaign is set to appeal to our core Robinsons shoppers, alongside wider audiences through fans of the popular theatre show. The campaign also aims to further encourage purchase through only being available for a limited time, supporting retailers in maximising their squash and Ready to Drink sales this autumn.”

The Robinsons Wicked campaign will be supported with a £200+k marketing campaign, including out of home advertising and PR. The limited-edition Amazafying Citrus Twist and Outstandiful Berry Double Concentrate flavours will be available across managed and online retailers, with an RRP of £2.25. The on-pack promotion is available on plain packs across the wider market, with the Double Concentrate SKUs having an RRP of £3.50 (1.75L)/£2.25 (750ml), and the Ready to Drink SKU having an RRP of £1.15.