Robinsons has enlisted the help of Saatchi & Saatchi for ‘Get Thirsty’ – its first brand campaign since unveiling a refreshed new identity earlier this year.
Created in partnership with the London agency, the campaign revolves around a fascinatingly bizarre 60-second hero spot in which a choir performs a rendition of Alicia Keys’ ‘Girl on Fire’ by gargling on Robinsons squash.
The colourful creative will break during a primetime screening of ITV’s Britain’s Got Talent on Saturday (27 May), and will also run across out-of-home, video-on-demand and social media throughout the key summer period.
“As the category leader with a drink enjoyed by so many families we wanted to use our advertising to also bring a moment of enjoyment to an ad break,” said Robinsons marketing director, Charlotte White.
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“Saatchi & Saatchi’s gargling choir was a route we simply couldn’t resist – not only is it impossible not to crack a smile, but it also intrinsically linked our product to the creative.
“This campaign was a collaborative undertaking from the start, with media strategy sitting alongside the creative from day one. With a second phase still to come, we’re excited to see it unroll, and are looking forward to getting the nation gargling.”
With paid media managed and bought by mSix&Partners, the campaign marks the first instalment of a new long-term brand platform for the Britvic-owned firm, anchored around its new ‘Get Thirsty’ strapline.
The campaign also includes a dedicated TikTok filter and challenge (Guess My Gargle) from creator commerce company, Whalar.
Saatchi & Saatchi chief creative officer Franki Goodwin said the choir’s spirit was “utterly infectious”, adding that the Robinsons campaign felt like a “real celebration of life’s thirsty moments”.
