A taste of Wimbledon

Britvic Soft Drinks is launching ‘A real taste of Wimbledon’ this summer for squash brand Robinsons.

With a multi channel marketing campaign running from June to July, backed by a £5 million investment, the brand will celebrate its long term partnership with the world famous tennis tournament with limited edition Wimbledon packaging and new flavours.

The new limited edition Wimbledon packaging will be featured on core 1L and 2L single concentrate bottles and Squash’d packs. In addition to this themed packaging Robinsons is also launching two new flavours: Orange & Peach, which is being launched in 1L single concentrate format following its popularity in Squash’d, and Lemon & Pink Grapefruit, as a limited edition summer offering.

The new launches come as part of the wider ‘A real taste of Wimbledon’ campaign, which includes sampling and experiential in and out of store, social media, TV and outdoor advertising. Robinsons will also be running a national consumer competition, giving away VIP experiences and tickets to the ladies’ final to social media users who enter via the hashtag #tasteofwimbledon.

Britvic’s GB marketing director Kevin McNair comments, “Wimbledon is always an exciting time of the year for us. Our partnership with the tournament spans over 80 years, so it’s fitting we celebrate with limited edition packaging and a new flavour or two.”