Robinsons has partnered with Universal Pictures’ Wicked to launch two limited-edition squash variants.
Inspired by the film’s two main characters, Elphaba and Glinda, Amazafying Citrus Twist and Outstandiful Berry will launch under Robinsons’ Double Concentrate range (rsp: £2.25/750ml).
They will roll into retailers on 16 October.
Robinsons has also launched an on-pack promotion across its Double Concentrate and Ready to Drink Raspberry & Apple offerings.
The promotion offers consumers the chance to win Wicked merchandise and a trip to New York.
It will be supported by over £200k’s worth of marketing spend, including out-of-home advertising and PR.
The squash category was currently worth £624m and Robinsons (worth £201.9m) was “a key brand fuelling growth within this space”, it claimed, citing NIQ data [52 w/e 7 September 2024 & 52 w/e 14 September 2024].
“We know that shoppers are increasingly on the hunt for bold new flavours to try and treat their families to during key moments throughout the year,” said Britvic GB commercial director Ben Parker.
“Partnering with Universal Pictures on the hotly anticipated Wicked film is the perfect way to shine a light on the segment ahead of key occasions such as Halloween, Bonfire Night and Christmas,” Parker added.
The campaign would “appeal to our core Robinsons shoppers, alongside wider audiences through fans of the popular theatre show”, he said.
Robinsons isn’t the only fmcg brand hoping to cash in on Wicked’s release. Butterkist has also launched an on-pack promotion, offering shoppers the chance to win a “Thrillifying adventure to London”.
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