Robinsons, owned by Britvic, and Saatchi & Saatchi London today release ‘Natural break’ aimed at driving trial of Robinsons Refresh’d drinks for health-conscious and on-the-go consumers.
The hero 30” TV advert shows a young girl encouraging office workers to take a break with a Robinsons Refresh’d drink. She points out a series of ‘unnatural’ features in the office such as the artificial lighting and a very fake tanned man. The film ends with workers heading out into the natural world with the assertion that Robinsons Refresh’d is made with naturally sourced spring water and real fruit accompanied with the strapline, ”Time for something more natural”.
Targeted at 25-34 year olds, who consume soft drinks throughout the day, the execution taps into the new masterbrand which uses the disarming wisdom of the nation’s squash experts, children, to inform adults what they’re missing out on. The 30” advert and 20” cut down version will run on TV, VOD and cinema in the UK and Ireland.
With a heritage dating back to the 19th century, and famed for its links with Wimbledon championships where Robinsons Barley Water was first invented in 1935, today Robinsons is a much-loved household name and maintains its position as the no.1 squash brand in Great Britain.
Ilan Arkin, Marketing Controller at Britvic Soft Drinks, said: “As Robinsons Refresh’d is made with only naturally sourced ingredients, we wanted to use this advert to show the contrasting worlds of a dark artificial office andalovely outdoor naturalspace, really bringing to life the uniqueness of Robinsons Refresh’d.”
William John, Creative Director, Saatchi & Saatchi London, said: “This is about reminding adults to escape the office and get outside for a break. Sometimes we get so caught up in the hamster wheel of work that we forgetthe basic need for some time out, away from our desks. Kids know that’s not right. It’s time to follow their lead.”