Fruit squash has traditionally been a category firmly aimed at kids and families-- but now Robinsons, the Britvic-owned U.K. brand, is targeting adults with a range of new products.
Fruit Creations, which has twice the fruit content of core Robinsons and comes in flavor combinations including Peach and Raspberry and Pear and Blueberry, is being promoted by a campaign created by Saatchi & Saatchi London, in which a confident little girl explains the benefits of squash to adults. In the spot, directed by Max Sherman of Blink, she marches round several grown-up locations, including a boardroom and courtroom, informing the adults they need more fruit in their lives. Although the ad offers nothing unexpected, it's still a cute performance, and does a good job of getting the product attributes across.
The campaign is the first work created by Saatchi & Saatchi London since winning the Britvic kids and family portfolio account in August 2017, and marks a new direction for the brand. Matt Barwell, chief marketing officer at Britvic says in a statement: "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."
Kate Stanners, global chief creative officer at Saatchi & Saatchi adds, "As such an iconic, well-loved staple in British households it's been fun turning the category on its head by using the real experts in squash to sell Robinson's new adult portfolio."