At a glance

Faced with falling sales in a declining category, Robinsons rethought its positioning and moved beyond ‘dilutes’ to play in the ‘healthy hydration’ space. This shift – which required it to delist existing flavours – enabled it to introduce premium products aimed at adults and to expand the available media options.

Why it matters

Reassessing its positioning allowed the brand to escape a downward spiral that had seen it squeezed on price. It was also able to explore new opportunities and develop a broader appeal rather than being limited, as before, to the children and family market.


  • Consider where your brand could sit in a wider market than the existing category.
  • Look for an enduring marketing idea that will help sell the new positioning.
  • Think how you can use search to connect TV exposure and point of sale.