Last year, the brand ran a Wimbledon-specific TV ad, featuring Tim Henman and then-up-and-coming Scot Andy Murray jostling with the public to get through the tournament gates.
The 'Queue' ad, created by Bartle Bogle Hegarty, had the strapline 'To improve your chances of getting into Wimbledon, just add Robinsons'.
It is believed that Murray's current injury, which may result in him missing the tournament, combined with Henman's uninspiring performance last year, led the brand to decide not to run a TV campaign this year.
As a result, Britvic is promoting its involvement with Wimbledon only through an on-pack SMS promotion for a daily ticket prize draw.
Britvic has been expanding its product range recently. Earlier this month, the firm launched ambient fruit juice line Robinsons Smooth Juice (Marketing, 7 February), while Robinsons Fruit Shoot 100% Juice, a pure juice drink for kids, will roll out in July.
Britvic has also invested £2.5m in a campaign by BBH for its Fruit Shoot line called 'Raise them on Robinsons', and is revamping its squash line by removing all artificial colours. The new formula will be available from July.