Brand owner: Britvic
Lead agency: Saatchi & Saatchi, m/SIX
Contributing agencies: Red PR, Bloom, Ipsos
Country: United Kingdom
Industries: Concentrates & cordials
Media channels: Public relations, Social media, Television, Video on demand
Budget: 1 - 3 million
Between 2010 and 2017 the squash category was in terminal value decline and penetration was a leaking bucket with 1.6 million households leaving this category (6%). The macro factors that contributed to this were increased competition of soft drinks and water perceptually being healthier than a squash. As the number one brand with 38% share of the category, Robinsons led category decline, dropping from 55% to 41% penetration and losing £20m brand value over eight years to 2018. As the biggest brand that Britvic owned, it needed a transformational plan to turn around the category and deliver volume and margin growth for Britvic. To do this, Robinsons needed to be back in a value and penetration position similar to that held pre-2012.