Britvic Soft Drinks is gearing up for a kids-focused promotion to support squash brand Robinsons. It is linking up with popular kids programmes SM:tv Live and Ant & Dec & Cat in a new on pack promotion which kicks off next month. The promotion offers an instant win mechanic (under the cap) for 250 Robinsons drinkers to go to the SM: tv Live studio. The 10,000 runners up prizes are annual subscriptions to the SM:tv CD UK magazine. The promotion appears on 15 million one to four litre Original, Special R and Fruit & Barley packs over eight weeks. It is supported by advertising in kids' magazines, while PoS material includes inflatable TVs and applauding floor stickers. Britvic is also offering discounts on cases of Robinsons squash in cash and carries. Britvic's director of brand marketing Catherine Sleight said: "With the recommended instore exposure, the SM:tv Live on pack will drive incremental volume." {{P&P }}