Robinsons saves kid from the wrath of mum in new ad

Robinsons, which claims to be the UK’s number one squash brand, is aiming to show it not only understands modern families, the challenges of present-day parenting and real family life, but is also an integral part of it all and a great leveller.

Well, that is the idea behind the first work from Lucky Generals, following its appointment to handle the Carlsberg Britvic-owned brand last October. Saatchi & Saatchi was the previous incumbent.

The “Real Love in Every Drop” brand platform is based on research by neuroscientist and psychologist Dr Jaak Panksepp, which reveals that the first three minutes of a kid’s return from school are actually some of the most important moments for children and parents to reconnect.

With household budgets under pressure, the new campaign aims to highlight what sets Robinsons apart, challenging the idea that all squash is the same and showcasing the quality and care that make it a preferred choice for families.

The TV ad opens with a mum taking a phone call at work from her son’s school. The kid is obviously in some bother although the exact reason is not disclosed. The mum then hot-foots it to pick him up before driving home in obvious annoyance.

Once back indoors, she pours two glasses on Robinsons squash as they sit down together. However, rather than giving her son an earbashing, they both start to giggle as if his behaviour was not that bad after all. It ends with the strapline “Robinsons. Real Love in Every Drop.”

Whether teachers will be quite so chuffed with this portrayal is another matter.

But Robinsons brand marketing director at Carlsberg Britvic Clare Brosnan said: “We are delighted with the way Lucky Generals have captured the essence of what we are striving to achieve for Robinsons – delivering product and emotional superiority of this much-loved soft drinks icon. The Real Love in Every Drop campaign is a new and powerful brand platform that celebrates the role that Robinsons has played in family life for generations.”

The 60” spot will run on TV as well as in cinemas and there will also be an outdoor activation, a with nationwide OOH, radio, social and PR, and a wide-ranging influencer campaign to be announced at a later date.

Lucky Generals creative directors Nick Bird and Lee Smith said: “We’ve all been there; “Teacher would like a word at school pick-up time’’. The shock, the shame… then trying to hold back the laughter as you’re given a detailed account of how your little angel wrote ‘Charlie eats farty cake’ on his textbook. Nothing a little sit down and chat over a glass of squash can’t rectify.”