Robinsons unveils first major rebrand in a decade to kick off fresh marketing push

Squash brand Robinsons has overhauled its visual identity for the first time in nearly 10 years, kicking off a major marketing push that is set to unfold over the coming months, Marketing Week can reveal.

The entire range, including the Fruit & Barley and Barley Water lines, has been redesigned to appeal to modern families, while championing the real fruit used to make the drink. Created with brand agency Bloom, the packaging features a modernised, simplified logo and bold colours, with sliced fruit imagery in the centre.

The refreshed packaging design and identity will be showcased across all communications, with a “comprehensive” advertising campaign set to launch in May. Ahead of that, the marketing push will also include a revamp of in-store fixtures and further packaging innovations.

The CEO of parent company Britvic, Simon Litherland, hinted in November a “major brand development” would be landing for Robinsons this spring, as the squash brand takes its marketing in a new direction following the end of its 86-year partnership with Wimbledon.

This included a £1.5m augmented reality campaign last summer, ‘The Big Fruit Hunt’, as well as sponsorship of cricket tournament The Hundred. The refreshed strategy has allowed Robinsons “to engage with more consumers and enabled a more extended activation period in-store than before”, Britvic has said.Britvic plans further increase in marketing investment as profits jump

Established in 1823, Robinsons was worth nearly £200m in retail sales value in 2022, according to NielsenIQ. Kantar data reveals it was bought by nearly half of all UK households, with more than 9 million glasses consumed each day.

However, Britvic is anticipating Robinsons’ market share will be “challenged” by private label brands as consumers navigate the cost of living crisis, because the brand is sold at a “significantly higher price”. CEO Litherland has therefore promised increased marketing investment behind the squash brand this year.

Switch to own label accelerates as grocery inflation passes 17% for the first time

Despite the rebrand, Britvic says Robinsons’ “core mission” remains the same. In alignment with the company’s health and sustainability strategy, Robinsons aims to deliver drinks that encourage people to drink more water without adding sugar.

Brand director Charlotte White says: “Robinsons has been a family favourite for over 200 years, bringing real fruit joy to generations of squash lovers.

“With a fresh new look and engaging new consumer campaign, the brand is set to bring even more fun, joy and excitement to families across the UK.”

Last month, Walgreens Boots Alliance’s Munnawar Chishty was hired as Britvic’s next GB marketing director, joining the business later this year. Helping to shape Robinsons’ post-Wimbledon marketing strategy was identified as one of her key responsibilities.