A “comprehensive” advertising campaign is to follow later in the spring, as owner Britvic invests behind the brand to prevent loss of market share to private label competitors this year.
An experienced FMCG marketer, Munnawar Chishty has been hired to boost Britvic’s digital marketing transformation and help shape the new marketing direction of squash brand Robinsons.
Investment is particularly being made behind the Robinsons brand, which the business expects to be “challenged” by private label brands next year.
Ten years in and following its acquisition by Britvic, plant-based drinks brand Plenish is on a mission to achieve the next level of growth.
The best marketing leaders value both introverted and extroverted team members, question everything, and listen to those with better expertise, says Britvic’s commercial growth and marketing director.
Britvic wants to tackle today’s economic challenges head-on, says commercial growth director Bruce Dallas, using innovation to explore new categories and markets.
The “quintessentially British” partnership has come to an end after 86 years, with Robinsons saying it is now focusing on “broadening its summertime reach”.
Britvic is using its “highly relevant” marketing strategy to maintain the momentum of its core brands, while expanding its portfolio to move into new growth areas.
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One of Britvic’s first cohort of digital marketing apprentices, global marketing controller Fiona Graham, wants to change perceptions that apprenticeships are just for school leavers.
The in-house studio is designed to boost agility and will play a key strategic role in supporting Britvic’s wider ambitions of improving customer centricity and accelerating digital.
With plans underway to develop a centre of excellence for consumer experience, Britvic intends to ramp up its marketing investment and enhance its digital marketing capability in a bid to chase growth.
From PepsiCo creating a dedicated graduate programme for marketers to P&G increasing the diversity of its candidates via virtual assessment centres, brands have defied the odds to ensure they continue recruiting fresh talent.
Britvic will spend £6m on marketing its squash brand Robinsons this summer to capitalise on the brand’s recent growth.