Britvic toasts 75 years of Wimbledon sponsorship in ads

Britvic is unveiling a new marketing campaign to celebrate the 75th anniversary of Robinsons’ association with the Wimbledon Championships.

Britvic campaign
Britvic campaign

The soft drinks firm says the sponsorship is the world’s second longest running sports sponsorship and will be celebrated in a TV advertisement and nationwide PR campaign. The activity will also include an on-pack promotion on Robinsons Fruit Squash, No Added Sugar Fruit Squash and Fruit & Barley variants,

The campaign will air from Monday (14 June). It will retain last year’s format but will be updated to highlight Robinsons 75 years at Wimbledon, closing on a bottle of Robinsons Barley Water with strapline ’Robinsons Barley Water, serving Wimbledon for 75 years’.

The accompanying on-pack promotion will give consumers the chance to win Nintendo Wiis and EA Grand Slam Tennis Games every hour by entering online or by SMS. The regional PR campaign will look to recruit 75 tennis loving kids to experience a once-in-a-lifetime two day coaching session with Tim Henman.

Leslie Davey, Britvic brand director at Robinsons, says: “Over the last 75 years, Robinsons has become synonymous with Wimbledon helping to raise the popularity of the brand to take the title of the UK’s No.1 squash. Last year’s Wimbledon activity helped the Robinsons brand grow by 6% to £208m, an increase of £12m on 2008. This year’s campaign is set to be bigger and better so we would urge retailers to site the Robinson range somewhere prominent in-store to ensure the increased brand awareness and profit opportunity is capitalised upon”.

Last month, Britvic announced that Robinsons will continue its long-standing association with the Wimbledon Championships for a further five years.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here