Robinsons looks to be “next best thing” to water with £10m campaign

Robinsons is positioning itself as the “next best thing” to water as its revamps its brand with a £10m campaign, new packaging and the launch of seven new flavours in an effort to get more consumers drinking squash.

The brand is hoping to advance the “mature” squash category with a three-point growth plan, which involves engaging with families, simplifying the role of the category and driving squash consumption through innovation.

Jonathan Gatward, GB marketing director for Britvic, told Marketing Week: “More recently we have not seen the squash category grow and benefit in the growth towards healthier drinks.

The total squash and cordial category was worth £514.2m in 2014 according to data from Nielsen, down 3.8% year-on-year. Although Robinson’s was the category leader with £212.5m in sales, the brand had also seen a drop of 9% compared to 2013.

He adds: “There’s a disconnect between macro consumer trends and people’s perceptions of the category, so there’s an opportunity to take advantage of both the category and the brand.”

Gatward says the first part of Robinsons new strategy is the launch of its “Play Thirsty” brand purpose campaign.

“People grew up with squash and it has been passed down from parents to kids for a number of generations, but we weren’t making enough of that connection,” he explained.

A 60-second ad titled “They grow up fast” will launch on 11 April in an attempt to “cement the role the category plays in consumers lives” by promoting Robinsons role in family life, according to Gatward.

The campaign will also be supported by 10 second TV spots that will promote the brand’s new flavours, as well as out of home, digital outdoor and online advertising.


Meanwhile, Robinsons will also attempt to “simplify” the role of the category and promote healthier choices through its “Drink More Water” print campaign, which is based on the insight that people aren’t drinking as much water as they should.

The brand is trying to promote its five-calorie per glass content as “the next best thing” to water.

The campaign follows the brand’s recent choice to pull its full sugar products as part of Britvic’s commitment to reduce calories across its portfolio, with the company also removing its full sugar Fruit Shoot variants.

Ultimately, Gatward says the opportunities for the brand lie in how it can drive more usage through innovation, such as through the launch of new packaging, which will attempt to highlight the message of “real fruit in every drop”, and through the creation of seven new flavours.

“We also launched Squash’d this time last year, and we’ve launched another four flavours under the range to try and get people to consume more water on the go.”

“We’re thinking about how we can take a category which is well loved and try and make it much more active and participant in modern family life,” he says.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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