How thinking like a tech brand helped set Robinsons free

This case study describes the launch SQUASH'D in the UK, a new concentrated drinks brand owned by Robinsons, which took inspiration from tech companies.

How thinking like a tech brand helped set Robinsons free

John HarrisonBBH

Executive summary

In early 2014, against the backdrop of a stagnant market, Robinsons launched SQUASH'D – a super-concentrated squash that could flavour 20 drinks of water, yet fit into your pocket.

The SQUASH'D product design made Robinsons physically available for the vast number of 'out of home' water drinking occasions – somewhere that traditional squash, with its large bottles kept in the kitchen cupboard, barely featured.

In order to establish mental availability, we needed to make SQUASH'D synonymous with flavouring water out of the home – thereby...

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