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August 6, 2007

Robinson uses experiential campaign to launch new juice range

Drink manufacturer Robinsons is promoting its new range of drinks using a live sampling campaign.

The range is unique to Robinsons in that it is 100% pure juice blended with a hint of barley, and is not a dilute. The campaign will focus on enhancing this positive slant by emphasising to consumers that one glass of the juice counts towards one of their five-a-day essential portions of fruit.



With the target consumers being mothers, London-based integrated marketing communications agency Euro RSCG KLP, which created the campaign, devised sampling environments located outside major Tesco and Asda stores. Mothers can sample the product, encouraging them to purchase on entering the store. Eight teams visited roughly 220 unique stores, sampling the three flavours: Orange, Apple, and Apple and Blackcurrant. KLP designed a stand that brings the range to life using a new Robinsons’ illustrative style.

KLP director John Geers said: “Our team always enjoys the opportunity to communicate directly with consumers and the public, ideal for this campaign. We feel confident the campaign will drive trial and purchase.”

Robinsons brand manager Geraldine Phillips added: “The campaign needed to clearly communicate that this range of pure fruit juice, with a hint of barley, is truly a first Robinsons. The KLP team has again brought the message to consumers in a direct and clear way.”

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