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Published on Jan 24, 2012
Difficult market conditions brought about by the recession, increasing health concerns among the public and a reliance on promotions to drive sales were putting pressure on the Robinsons Fruit Shoot brand. Priyanka Kanse, BBH, who were the Agency behind this campaign.
To counter perceptions that the drink was unhealthy, and to fuel sales, Britvic Soft Drinks decided to appeal to children and mums by championing 'skills' development.
This was based on the insight that purchasing preferences among mothers were driven by what their children wanted.