| Title | They Grow Up Fast |
| Agency | BBH |
| Campaign | Play Thirsty |
| Advertiser | Britvic Soft Drinks Limited |
| Brand | Robinsons |
| Posted | April 2015 |
| Business Sector | Non-Alcoholic |
| Story | To bring to life the ‘Play Thirsty’ platform, the campaign aims to remind parents that playtime is precious - kids grow up so fast, we should be taking every opportunity to play with them and work up a thirst. And as a cornerstone of British family life, Robinsons is always there to quench the thirst we’ve worked up together. |
| Philosophy | Strategy: Take the functional act of quenching thirst and elevate it to connect emotionally with parents. The campaign focuses on the moment when you would really need a glass of thirst-quenching Robinsons, after parents and kids have worked up a thirst playing together. The message is supported with reasons to believe, including the fact that Robinsons includes ‘Real fruit in every drop’. Activation of idea: The campaign will launch on TV during Britain’s Got Talent on the 11th April, with a simultaneous station roadblock across all terrestrial and Sky Entertainment channels. Alongside the 60” and 30” spots, the TV campaign also consists of 10” films which will deliver news about exciting new flavours in the Robinsons squash range. The new TV campaign is part of a multi-million pound marketing campaign for Robinsons, including out of home, digital outdoor and online advertising. |
| Problem | Encourage re-appraisal of the iconic brand, and encourage parents who don’t buy squash or only normally buy Own Label to start buying Robinsons. |
| Media Type | Television |
| Length | |
| Special Effects / VFX | MPC LDN |
| Production Company | Park Pictures |
| Editing Company | Stitch |
| Advertising Manager | Helen Gorman |
| Executive Creative Director | Nick Gill |
| Creative Director | Dominic Goldman |
| Creative Team | Nikki Lindman |
| Creative Team | Toby Brewer |
| Agency Producer | Natalie Parish |
| Director | Tom Tagholm |
| Director of Photography (DOP) | Luke Scott |
| Executive Producer | Stephen Brierley |
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