Fruit juice is a common product for kids to enjoy as part of a healthy diet, but the new Robinsons Fruit Creations have been announced by the brand as a new option that is tailored for adults to try.
The new drinks have been unveiled as part of a major marketing push to let consumers know that the products from the brand are no longer just for kids to enjoy. This consists of a charming advertisement spot starring a young girl educating adults in several humorous situations that there is a new way to stay hydrated and healthy.
Speaking on the new Robinsons Fruit Creations product and campaign, Chief Marketing Officer at Britvic, Matt Barwell, said, "Kids are currently seen as the main consumers of squash, so the creative is designed to help land the new adult proposition in a way that’s new for Robinsons and entertaining for adults, using the disarming wisdom of children. With a staggering three million glasses of Robinsons squash being drunk every day in Britain, who better than our child squash experts to educate adults about the great taste of new Robinsons Fruit Creations?"
Mature Adult Juice Drinks
The New Robinsons Fruit Creations is Created with Grownups in Mind
Trend Themes
1. Adult-targeted Beverages - Opportunity to disrupt the traditional perception of a product targeted for kids into a product fit for adults.
2. Marketing Through Humor - Opportunity for brands to use humor to educate the consumers about shifted usage of products.
3. Health-conscious Beverages - Opportunity for health-conscious audience to be offered tasty and nutrient-packed beverage alternatives.
Industry Implications
1. Beverage Industry - Brands can target audience segments that are underutilized or unexplored and offer tailored products to them.
2. Health and Wellness Industry - Brands can collaborate with health & wellness companies to promote the health benefits of the new product and create a buzz in the market.
3. Advertising Industry - Opportunity to use humorous ads to promote and educate consumers about shifted usage of products that are well-targeted for their intended demographics.