Britvic Soft Drinks will celebrate 70 years on centre court this summer with a £3.5m Wimbledon campaign, which includes the chance to umpire a live Tim Henman tennis match.
The campaign, which will run for six weeks from June 1, is aimed at driving sales across the entire squash brand’s portfolio. It will include sponsorship of Henman, on-pack promotions,
outdoor poster ads, sampling at Wimbledon and PR.
Two on-pack promotions under the banner Love Wimbledon? will run across the Robinsons range from mid-June. The first targets families and is a collector scheme for a limited edition platinum Slazenger racquet designed by Henman.
The second offers an instant win on packs of Robinsons High Juice and Robinsons Barley Water, with a choice of two prizes. One is the ultimate Wimbledon experience - six tickets to the finals weekend, a behind-the-scenes tour and four nights’ accommodation. The alternative prize is a chance to umpire a live match between Tim Henman and rising British star Andrew Murray in the competition winner’s back garden (or at a chosen venue), plus a signed Tim Henman tennis kit and big-screen plasma TV for the duration of the competition.
“Our Robinsons’ Wimbledon programme gives consumers the chance to experience the championships in a personal way,” said Robinsons’ brand controller Jonathan Gatward. “Our research has shown that Robinsons and Wimbledon are integral to the British summer.”