Reinvigorating the brand - Robinsons

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As a long-established British brand, Robinsons is for many as much a part of the British summer as Wimbledon. This does not come as a surprise as the brand has been associated with the event since 1933. But more recently Robinsons has become one of those iconic British brands that, whilst well known, and well liked (50% of households have a bottle in stock), languishes in kitchen cupboards across the nation.
 
Originally a brand created by Colman’s of Norwich, it was bought by Britvic in 1995,  which is now one of Europe’s largest drinks companies. From the days of the Barley Water, through to the development of the Fruit Shoot, Robinsons has been on the family shopping list for generations. But recent years has seen it slip from favour in its bottled concentrate form.

This summer sees a reinvigoration of the positioning of the brand. Bringing it to the centre of modern family life. BBH have created an ad full of emotion and charm, tracking a day of adventure and playfulness between two friends, rounded off with a refreshing drink of Robinsons. But throughout the film there are cues that this is no ordinary relationship and the final scene reveals all. There’s a closer connection between these two pals than you initially perceive.

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