Robinsons Fruit Shoot, the ready-to-drink juice that was launched by former-Britvic-CMO-turned-City-of-London-grandee Andrew Marsden over 25 years ago, is launching a major campaign to promote the fact it is now available in squash form.
To help put the drink in kids’ hands, joy into their play, and the bottle in parents’ shopping baskets, Lucky Generals has created a colourful brand platform and campaign showing that ‘there is an adventure in every serving’. Media has been handled by T&P.
From a spaceship to a jungle trek to a berry-fuelled mission to the moon, each flavour, ‘Tropical Jungle’ and ‘Berry Galaxy’, becomes a launchpad for imagination.
The activity is brought to life through a series of animated films featuring “everyday” kids turned adventurers, blasting off from their breakfast tables or bottles in swirls of colour, creativity and juice.
“Arthur” shoots off from the kitchen and into outer space, discovering a deliciously fruity universe powered by squash while “Frankie” swings into a wild jungle adventure where every vine, beast and bounce begins with a splash of Tropical drink.
Nationwide OOH activity uses hyper-local digital placements, guiding shoppers to the nearest Tesco, Sainsbury’s or Iceland, timed to the minute.
Every screen, every panel, and every video is an invitation to play. The work is supported by a full digital and social rollout, including animated short stories.
Robinsons Fruit Shoot brand director Clare Brosnan said: “Robinsons Fruit Shoot has always been about inspiring kids imagination and curiosity. Now, in our new squash format, it gives parents even more freedom and value – and kids even more opportunity to pour adventure into everything they do. We love how this campaign shows the epic scale of those everyday moments.”
Lucky Generals creative directors Nick Bird and Lee Smith added: “We all had a lot of fun re-channelling our four-year-old selves and coming up with these epic and crazy adventures.”
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