" Robinsons Branded Innovation | Haines McGregor

Creating a Punch

Our brief was to develop a 3-yr innovation pipeline to reinvent the dilutes category, making it more healthy, natural and premium. Our work led to a number of innovation springboards, one focusing on importing values from the alcohol market, driving greater engagement with lapsed buyers. Working closely alongside Britvic’s Innovation Director, we were able to map out a refreshing innovation pipeline for the portfolio of brands across Europe, including Teisseire, Robinsons and Moulin de Valdonne.

"I have worked with Haines McGregor for a number of years. They have done some fantastic work on positioning and innovation across a number of projects. They always manage to bring fresh insight combined with unusually high levels of creativity. The people are very hands on and fun to work with. I would recommend them on any brand projects as a whole."

John Roscoe Innovation Director, Britvic

Refreshing results

As a result of our work, various briefs were developed for Britvic’s portfolio of brands across Europe, including the launch of Robinsons Fruit Creations and Fruit Cordials. Returning the brand to its No.1 spot as the most in-home consumed soft drink in the UK (despite the soft drinks industry levy on sugar) by encouraging both new and lapsed squash drinkers back into the category.

 

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