Britvic’s squash brand Robinsons has teamed up with Universal Pictures to celebrate the release of the new Wicked film.
As part of the collaboration, Robinsons is launching two new limited-edition flavours within its Double Concentrate range: Amazafying Citrus Twist and Outstandiful Berry. Both are available from 16 October.
Furthermore, Robinsons is rolling out an on-pack promotion across its Double Concentrate and Ready to Drink Raspberry & Apple offerings.
Inspired by the film’s main characters, Elphaba and Glinda, shoppers are invited to choose their favourite of the two new flavours, with the brand posing the question ‘Witch flavour are you?’ The on-pack promotion sports a similar tagline – ‘Witch will you win?’ – giving consumers a chance to win Wicked merch and a trip to New York.
The campaign will be supported with a £200,000+ marketing campaign, including out-of-home advertising and PR.
