Britvic: Help give a million birds a home

In the UK, Britvic, a drinks maker wanted to reclaim their position as pre-eminent squash makers and lessen their reliance on retailer price pressure.

Britvic: Help give a million birds a home

Agency name: The Marketing Store Client name: Britvic Category: Product Launch/Relaunch/Trial campaigns

BACKGROUND

The squash market has become commoditised, brands were under increasing threat from own label and consumers believing that all squash is the same. Britvic were facing the possibility of dealing to maintain volume rather than value.

Britvic wanted to reclaim their position as pre-eminent squash makers and lessen the reliance on retailer price pressure, they undertook a series of new product innovations and launched Robinsons be Natural - an everyday squash made from naturally...

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