Britvic has launched a web site for Robinsons Fruit Shoot, the UK’s number one children’s soft drink brand.
Britvic said the aim of the site is to re-engage kids with the brand and to create an interactive space that encourages ‘playground talkability’. The company is spending £500,000 in press and online to support the launch.
Britvic has also introduced a new packaging design for its adult soft drink, J2O.
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New J2O design |
The Fruit Shoot web site features an online competition inviting children to virtually customise their own bedroom or holiday with the chance of winning it.
Britvic said the competition reflects Fruit Shoot’s new packaging design, which plays on kids’ desire for personalisation, whether it be stickers on their school books or badges on their rucksacks.
All the competition entries will be submitted into a gallery for others to view. Entrants will also have the option to send their designs to a friend or post on social networking sites.
Claire Common, Fruit Shoot senior brand manager at Britvic, said: “We are really excited about this ground breaking web site for Fruit Shoot. It offers kids the chance to interact with the brand by stimulating their imagination and showcasing their work online, therefore always paying back to the brand promise of “championing kids’ everyday triumphs”.
All competition entrants will be sent a free Fruit Shoot drinks cooler to customize by adding stickers, and a parents’ page has been created where adults can click on a link to receive a 50p coupon for any four-pack from the Fruit Shoot range.
The new J20 design is described a fresh, bold look and features a new label to communicate the two fruit flavours in each variant.
Britvic is also launching a 750ml glass bottle format as a take-home share pack, designed to appeal to consumers who may be tightening their belts and dining in more as a result.
The company is putting £4m behind the brand between April and July with TV; press and online activity planned plus new pos solutions.