Robinson's Fruit Shoot returns with We're Back campaign

Robinsons: reintroduces Furit Shoot after product's recall in July
Robinsons: reintroduces Furit Shoot after product's recall in July

Robinson's Fruit Shoot, the children's soft drink that was removed from shelves following a safety scare, is returning to TV with a marketing push that tells consumers, "We're back".

The campaign, created by Bartle Bogle Hegarty (BBH), breaks on Monday (3 September) in national press, with TV executions expected later in September, to run until November, using the strapline, "Fruit Shoot is back, go get it".

Britvic has said the campaign will be supported with extensive PR activity to ensure that consumers are aware that the Fruit Shoot and Fruit Shoot Hydro products are back on shelves.

Britvic was forced to issue a national product recall in July because of safety issues with the Fruit Shoot "magicap".

It issued a series of press ads recalling the product and explaining the reason for the Fruit Shoot lines being taken off shelves, while thanking consumers for their patience.

At the time, Britvic said the cost of the recall would be between £1m and £5m, but later admitted it would be closer to £25m because it had failed to "speedily" resolve the situation.

Jonathan Gatward, GB marketing director, Britvic Soft Drinks, said: "We're delighted that we are now able to deliver Fruit Shoot back on shelf so that the brand's loyal fans can enjoy this popular drink again.

"We're confident that our heavyweight communication plans will reassure parents that the brand that first created the kids' soft drink sub-category is available and here to stay.

"We'd therefore recommend that retailers get stocked up to take advantage of demand resulting from all our marketing communications to consumers."

Robinson's Fruit Shoot returns with We're Back campaign



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


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
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