Robinsons is on a mission to get the nation to ‘Enjoy Drinking More Water’ with its new campaign. The fully integrated multi-million pound campaign includes a strong focus on digital. To drive social engagement, the brand is offering the opportunity to win a special Robinsons ‘smiley’ glass. The brand is also reaching consumers through traditional channels via outdoor advertising and a TV commercial featuring SQUASH’D.
Workplace sampling activity will take place throughout the year, samples will be given out at more than 1,000 workplaces across the country reaching more than half a million workers.
Kevin McNair, GB Marketing Director, commented: “Robinsons’ ‘Enjoy Drinking More Water’ campaign has been founded on the simple insight that people struggle to drink enough water during the day. With this campaign we are reminding people that with real fruit in every drop and no added sugar Robinsons is a tasty way to stay refreshed.
“Every person or family who gets involved in the campaign will receive a Robinsons ‘smiley’ glass to help them enjoy drinking more water in 2016, the glass brings a sense of fun and personality to the campaign.”
A survey of 2,000 people conducted by One Poll for Robinsons has found that almost three quarters (70%) of those questioned have gone seven hours or more in a day, without drinking a glass of water.
Two thirds (67%) cited being ‘too busy’ during the working day to grab a glass of water1.Highlighting the importance of taste, eight out of 10 (80%) respondents said they would usually choose to drink something other than water1, with just one in five (22.85%) claiming to love the taste of water1.
1Robinsons/One Poll Study of 2,000 adults, November 2015