This October, Robinsons is once again partnering with Universal Pictures to celebrate the release of the much anticipated “Wicked: For Good” movie. To celebrate the tie up, a limited-edition run of flavours, each finished with edible glitter, sees the launch of a brand new “Wonderfully Fruity Twist” flavour, alongside the return of “Amazifying Citrus Twist” and “Outstandiful Berry” in Robinsons Double Concentrate. For the first time, the partnership also extends into Fruit Shoot, with “Thrillifying Citrus” (Citrus Twist) and ‘Sparkle Berry’ (Strawberry & Pineapple) flavours.
Squash is the UK’s most consumed soft drink, and Robinsons is the UK’s number one squash brand. The Wicked partnership will help retailers capitalise on squash’s existing popularity by driving excitement and new reasons to buy. What’s more, the film’s cultural relevance is set to extend the products’ appeal beyond regular squash drinkers to Wicked fans, widening retailers’ opportunity for sales. The addition of Fruit Shoot, the number one kids drink brand in the UK, as part of this year’s campaign is set to attract even more families to the portfolio.
“Last year’s partnership with Universal Pictures was a huge success, with 1.3 million limited edition bottles sold in Q4 and £1.6 million RSV delivered in total market,” said Clare Brosnan, Brand Marketing Director at Robinsons. Building on this momentum, this year we are going bigger and better, introducing new flavours across the Robinsons and Fruit Shoot brands to extend appeal and further drive engagement. Pairing Wicked: For Good, one of the year’s most hotly anticipated films, with such well-loved family brands is perfectly set to deliver success in the squash aisle for retailers”.
Inspired by the film’s iconic characters, Elphaba and Glinda, the campaign will encourage shoppers to answer, “Witch Flavour Are You?”, driving interaction at purchase and promoting trial across the limited-edition range. To further increase campaign visibility Robinsons core Orange and Apple & Blackcurrant will feature exclusive Wicked-themed on-pack designs across its 750ml and 1.75 litre Double Concentrate formats.
Robinsons Double Concentrate’s “Amazifying Citrus Twist”, “Outstandiful Berry”, and ‘Wonderfully Fruity Twist’ will be available across the convenience channel in 750ml formats, from 6 October until mid-December. Additionally, during the same time, Fruit Shoot’s “Thrillifying Citrus” and “Sparkle Berry” will be available in eight-pack formats in the convenience channel. All products will be supported by eye-catching point of sale displays to capture shopper attention in-store.
Wicked: For Good launches in cinemas on Friday 21 November, creating a clear opportunity for retailers to unlock additional squash and Fruit Shoot sales in the lead up to Christmas.