Cannes Lions

FRUIT SQUASH

EURO RSCG KLP, London / ROBINSONS / 2006

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Overview

Entries

Credits

Overview

Execution

Key to the solution was tapping into the synergy of Robinsons and The Chronicles of Narnia both synonymous with tradition, trust, heritage, positivity and shared family time. We expected a number of brands across categories would run Narnia promotions. Therefore we needed to create an engaging and interactive promotion whereby only with Robinsons are you really welcomed into the world of Narnia through every piece of communication from pack to POS. The creative platform was not about the film but the whole experience and feelings conjured up when the consumer thinks about their own personal memories of the Narnia story.

Outcome

+ 13% Volume uplift across Robinsons portfolio (versus 2004 promotional period) + 24% AWOP across Fruit Shoot+117% Feature and display across multiple retailers due to the unusual nature of the print items and individual managers buying into the promotion+ 6 Brand for me and my family (Millward Brown)+ 5 Popular with kids (Millward Brown)

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