Britvic is aiming for a monster promotional push on its market-leading squash brand, Robinsons, after linking up with film giant Disney to promote forthcoming animated film Monsters, Inc. The soft drinks specialist this week launched the first stage of a £2m support package for the brand, including kids' television and press ads and a special edition Monster Mix Lemon & Lime Fruit & Barley squash. It is also boasting an exclusive on-pack promotion which will feature on more than 20 million packs of Robinsons Original, Special R, and Fruit & Barley for a 10-week period on one, two, three and four litre bottles. Consumers send in four bottle caps and £6.99 to receive a cuddly Monsters, Inc. character toy with detachable alarm clock. The on-pack promotion and special edition are being supported by point of sale material including furry shipper units. Robinsons brand controller Lizzie Pawsey said: "Disney and Robinsons are two immensely strong brands, endorsing the same values in a valuable, long-running partnership that creates massive exposure. "The specially developed Monster Mix flavour wil create extra interest and focus for in-store execution, whilst encouraging consumers to trade up to premium Fruit & Barley." {{P&P }}