Campaign details
Brand: RobinsonsBrand owner: BritvicLead agency: Saatchi & Saatchi, m/SIXContributing agencies: Red PR, Bloom, IpsosCountry: United KingdomIndustries: Concentrates & cordialsMedia channels: Public relations, Social media, Television, Video on demandBudget: 1 - 3 million
Executive summary
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...