How SQUASH'D took Robinsons to places it had never been before

Peter Wilson

Campaign details

Brand owner: Britvic
Lead agency: iris
Brand: Robinsons SQUASH'D
Country: United Kingdom
Industry: Non-alcoholic, soft drinks
Channels used: Content marketing, Earned media, buzz, Games and competitions, Internet - display, Internet - microsites, Online video, Packaging and design, Point-of-purchase, in-store, Product sampling, Public relations, Social media, Word of mouth, advocacy
Media budget: 500k - 1 million

Executive summary

This case study describes how Robinsons reinvigorated the British squash category by promoting its new format through social channels.

Robinsons and the entire squash category had reached a state of stagnation. To address this, Robinsons launched Squash'd, a super-concentrated portable variant that could flavour 20 drinks of water anywhere, not just in the home where traditional, large bottles of Robinsons were typically consumed.