• Product: Robinsons’ Double Concentrate Amazafying Citrus Twist and Outstandiful Berry
• Supplier: Britvic
• RRP: £2.25

Robinsons has announced a partnership with Universal Pictures to celebrate the release of the new Wicked film.

As part of the collaboration, Robinsons is launching two limited-edition flavours: Amazafying Citrus Twist and Outstandiful Berry, inspired by the film’s iconic characters, Elphaba and Glinda.

These new flavours will be available in Robinsons’ Double Concentrate range from 16 October.

Alongside the launch, Robinsons is rolling out an on-pack promotion across its Double Concentrate and Ready to Drink Raspberry & Apple offerings.

Butterkist launches Wicked on-pack promo to mark new film release

Shoppers can enter for a chance to win Wicked merchandise and a trip to New York with the tagline, “Witch will you win?”

Ben Parker, commercial director for Britvic, highlighted the importance of innovation in the squash category, valued at £624m, with Robinsons holding a strong market position worth nearly £202m.

The limited-edition flavours and the Wicked campaign are set to attract Robinsons’ core shoppers as well as Wicked fans, boosting squash sales around key events like Halloween, Bonfire Night, and Christmas.

The campaign will be supported by a £200k+ marketing effort, including out-of-home advertising and PR.

The new flavours are available with an RRP of £2.25, while the on-pack promotion is available on packs priced between £1.15 and £3.50.

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