The Robinsons Wicked Drinks Come with an On-Pack Promotion
Michael Hemsworth — October 8, 2024 — Marketing
References: robinsonssquash & scottishgrocer
The Robinsons Wicked drinks are headed to the UK market thanks to the brand's partnership with Universal Pictures that will provide consumers with a way to get excited for the upcoming release of the musical movie. The partnership will see the Double Concentrate range updated with two new flavors including Amazafying Citrus Twist and Outstandiful Berry that are inspired by the Elphaba and Glinda characters, respectively. The brand is also launching an on-pack promotion that will give consumers a chance to win some exclusive Wicked merchandise and the chance at a grand prize trip to New York.
Commercial Director at Britvic Ben Parker commented on the Robinsons Wicked drinks saying, "We know shoppers are increasingly on the hunt for bold new flavours to try and treat their families during key moments throughout the year, so partnering with Universal Pictures on the hotly anticipated Wicked film is the perfect way to shine a light on the segment ahead of key occasions such as Halloween, Bonfire Night and Christmas. Both the flavours and the on-pack promotion will ensure retailers are offering something for everyone. The campaign is set to appeal to our core Robinsons shoppers, alongside wider audiences through fans of the popular theatre show."
Commercial Director at Britvic Ben Parker commented on the Robinsons Wicked drinks saying, "We know shoppers are increasingly on the hunt for bold new flavours to try and treat their families during key moments throughout the year, so partnering with Universal Pictures on the hotly anticipated Wicked film is the perfect way to shine a light on the segment ahead of key occasions such as Halloween, Bonfire Night and Christmas. Both the flavours and the on-pack promotion will ensure retailers are offering something for everyone. The campaign is set to appeal to our core Robinsons shoppers, alongside wider audiences through fans of the popular theatre show."
Trend Themes
1. Movie-tie-in Beverages - The release of Robinsons Wicked drinks exemplifies the trend of leveraging popular movies to create limited-edition beverage flavors that enhance consumer engagement.
2. On-pack Promotions - Robinsons Wicked drinks utilizes on-pack promotions to entice consumers with exclusive merchandise and unique travel experiences.
3. Character-inspired Flavors - The introduction of Elphaba and Glinda-inspired flavors highlights a trend of developing beverage products that resonate with fans through beloved characters.
Industry Implications
1. Beverage Industry - The collaboration between Robinsons and Universal Pictures provides an example for the beverage industry to innovate with branded partnerships that captivate consumers.
2. Entertainment Industry - The Wicked-themed Robinsons drinks illustrate how the entertainment industry can expand its reach through cross-promotional partnerships with consumer goods.
3. Marketing and Promotions - Robinsons' strategic use of on-pack promotions and limited-edition flavors demonstrates an effective tactic within the marketing and promotions sector to drive consumer interest and sales.
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