Fruit shoot launches its first global campaign ‘IT’S MY THING’
In celebration of kids’ self-expression and individuality
02 Mar 2017
Robinsons Fruit Shoot, the UK’s no. 1 No Added Sugar soft drink brand for children*, has launched a new campaign in a contemporary approach aimed at driving relevance amongst parents. The fully integrated, global campaign; It’s My Thing, created by iris, celebrates real kids doing what they’re passionate about, championing their self-expression and individuality and inspiring parents to support kids in finding their ‘thing’.
The campaign creative of It’s My Thing is borne from new insight amongst the target audience of ‘pragmatic parents’ which revealed that pressures from society are limiting children’s ability to express themselves and preventing them from finding the thing they really love.
In a category known for featuring glossy, idealised depictions of children and families, Britvic has taken a fresh approach with authenticity at its heart. It’s My Thing heroes real children over actors, doing what they love including train-obsessed 10 year old Freddie and Ellie, also 10, whose ‘thing’ is being an equestrian gymnast.
Kirsty Hunter, Brand Marketing Director at Britvic: “Parents told us they feel the category, as well as wider marketing and culture, feature stereotypical and one-dimensional imagery of ‘perfect’ children and families which doesn’t represent them and we felt we had to respond to that. This is a real step change, not just for Britvic, but for the whole category.”
The fully integrated GB campaign launches on 4th March with a 40 second TVC aired during Ant & Dec’s Saturday Night Takeaway which will also be released through social and influencer channels. A PR and influencer programme, also activated by iris, brings on board child health expert, Dr. Ranj Singh, and television presenter and mum-of-two, Cherry Healey, to engage with media and parents and front a parenting influencer event in partnership with Mother’s Meeting.
The FruitShootGB Facebook page will act as a forum for parents to share ideas for encouraging child creativity and individuality with content from parents, ambassadors and experts and the chance to win daily prizes to help children discover and indulge their passions. The campaign will be brought to life in the grocery and convenience channels through bespoke POS to help highlight the campaign and disrupt shopper behaviour in-store.
Andy Taylor, ECD, iris: “Both the research and our experts’ advice revealed the importance of kids discovering their passion and we managed to find some amazing children who are living proof of how positive this can be for their wellbeing and confidence. We hope by highlighting these kids in the campaign, providing advice from our experts and offering a forum to provide inspiration we can help parents to encourage their children to ‘find their thing.”
Notes to Editors:
For further press information, please contact: Julia Nightingale, Global PR Director, iris on +44 207 654 4724 / email@example.com.
All reader enquiries should be directed to: Customer Services, Britvic Soft Drinks on 0845 7581781
About Britvic: Soft drinks manufacturer, Britvic Soft Drinks, is dedicated to creating and building brands such as Pepsi, Robinsons, Tango and J2O into household names. Operating in both the ‘Take Home’ and ‘On-Premise’ channels, it is the largest supplier of branded still soft drinks and the number two supplier of branded carbonates. The company offers its customers a portfolio of soft drinks to meet every consumer occasion and need and has a strong track record of delivering successful innovation.
About Fruit Shoot: *Fruit Shoot, the UK’s no. 1 No Added Sugar soft drink brand for children by household penetration. Fruit Shoot offers a range of no added sugar drinks to help keep children refreshed in a handy bottle with a no-mess, re-sealable sports cap. Every bottle is free from artificial colours and flavours with no added sugar. Fruit Shoot Core is made with real fruit juice and water with vitamins and no added sugar. Fruit Shoot Hydro is flavoured spring water with zero sugar. Fruit Shoot My-5 is fruit juice and a splash of water. It is schools approved and counts as one of your five a day. Over the past year we’ve reduced sweetness in our No Added Sugar range and added multivitamins.
Our brand purpose is inspiring kids adventurous side. Children tell us real adventure isn’t about one-off activities and special occasions but the opportunity to be creative, try something new and say yes to your adventurous side every day. With real fruit, no sugar and a no-mess on-the-go format, Fruit Shoot gives kids the freedom to ‘do their thing’.
About iris: iris is a creative innovation network. Our ambition is quite simply, to be the most interesting and innovative agency network on the planet. In May 1999 iris was a team of six people forging an agency around a single client. Today iris is a diverse, thriving, creative network of over 1000 people in 14 offices, working with many of the most progressive and successful businesses in the world.
In 2017 iris was named as one of the Best & Bravest agencies in the world, featuring no.5 on the Contagious Pioneers list. iris London also featured as a stand out Creativity Innovator on the 2017 AdAge A List.
In 2016, iris was shortlisted for Campaign Digital Innovation Agency of the Year, and was named Campaign Integrated Agency of the Year in 2015. iris was also named RAR no.1 UK agency, and the MAA Agency of the Year for the fourth time in 2016.