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.