Robinson Soft Drinks

The objectives were to increase brand awareness and a propensity to buy among main shoppers with children.

Robinsons Soft Drinks

How radio increases the impact of TV through creative synergy

 

Background

Traditionally Robinsons had spent the majority of their media investment on TV (approx 86%) with a further 10% on press and the remainder divided between outdoor and radio.

However, in the Autumn 1999, they wanted to test the effectiveness of using radio as a key support medium alongside a heavyweight TV campaign.

Objectives

To increase brand awareness and propensity to buy amongst main shoppers with children.

Rationale for using radio

Radio was selected for test alongside TV because of its cost-efficient reach of housewives with...

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