Fruit Shoot to end marketing silence in wake of product recall

Robinson's Fruit Shoot: marketing to resume after product recall in July
Robinson's Fruit Shoot: marketing to resume after product recall in July

Britvic is readying the first campaign for its Robinson's Fruit Shoot children's drink since it was forced into a national product recall in July because of safety issues with the bottle cap.

In July, Britvic ran a press ad to announce a national product recall for Fruit Shoot and Fruit Shoot Hydro bottles, because of safety issues with its new bottling innovation, dubbed the "magicap".

It later issued another press ad explaining why the Fruit Shoot lines had been taken off shelves, thanking consumers for their patience.

A spokesperson for Britvic today (24 August) confirmed that the resupplying of the Fruit Shoot and Fruit Shoot Hydro lines was now "underway" and that a supporting campaign would be released in the coming weeks.

However, the campaign "does not make reference" to Britvic’s issues with the "magicap", and the spokesperson denied that the push would be positioned to reassure consumers about the brand. Britvic said further details of the campaign would be released in due course.

The company admitted in July that the fiasco could cost it up to £25m, because it had failed to "speedily" resolve the issue – a figure that was much higher than the £1m to £5m cost it had previously predicted.

Britvic said at the time that it expected to deliver financial results at the "bottom-end" of market expectations, before taking into account the full impact of the Fruit Shoot recall.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer