Robinsons to rein in Wimbledon activity

Britvic will not run any ads to back its Robinsons squash brand's sponsorship of the Wimbledon Championships so that it can instead focus investment on other brands and extensions.

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.


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