It seems that former British tennis number one Tim Henman wants his hill back.
At least that’s the theme of the core strand of Robinsons’ 2018 Wimbledon campaign
This year’s offering from the drinks brand is spearheaded by a lighthearted video in which Henman mocks himself and his Wimbledon achievements to promote the brand’s new personalised, reusable bottles.
The video narrative, developed in harness with agency Red Consultancy, revolves around the ongoing naming confusion over whether the grassy bank area on the Championships site (which attracts huge crowds in front of the complex’s biggest screen) is called ‘Murray Mound’ (after Andy Murray) or ‘Henman Hill’ (after Tim Henman).
Robinsons’ activation around this year’s preeminent tennis tournament, which takes place between 2 and 15 July, highlights the fact that this year it is offering visitors the chance to purchase personalised bottles for £7 (or for £5 if they return an empty bottle for recycling to the Robinsons’ Play Tennis Café).
The full video began airing across Robinsons’ social channels from 29 June.
Another activation strand sees Robins run a consumer competition to create a new ‘Fruit Creations’ drink flavour combination and share their combination socially using the #FlavourCreators hashtag.
The winning entry will scoop tickets to the Ladies Final, while 100 runners up will get limited edition personalised drink bottles.
Commenting on the campaign, Brtivic GB marketing director Kevin McNair said: “Providing consumers with a reusable drink bottle at Wimbledon is part of our ongoing commitment to tackling plastic pollution. We are proud of the fact that all Robinsons PET plastic bottles are fully recyclable in the UK, with 99 per cent of local authorities collecting PET at the kerbside. Plus Robinsons, due to the fact it’s a concentrated drink, uses less plastic per serving compared to many other soft drinks.
“Earlier this year we signed The UK Plastics Pact, a pioneering agreement designed to keep plastic in the economy and out of the ocean. In 2017 Britvic removed 308 tonnes of primary plastic bottle packaging from the supply chain. We are making progress, but we all have more to do.”
Comment:
In tone and athlete endorser this is a very typical Robinsons campaign: one that blends tradition and the gentile side of Wimbledon and of the brand with a more modern touch to connect families.
It follows on from the brand’s previous Wimbledon work which, in recent years, has included the 2015 Henman fronted ‘Great Wimbledon Ball Hunt (see case study), 2016’s multi-phase activation (see case study), plus 2014’s ‘Play Thirsty’ (see case study) and 2013’s ‘Worth the Wait’ (see case study).
This year marks squash brand Robinsons 83rd year in partnership with Wimbledon and extremely impressive, long term relationship.
Although not quite as long as Slazenger’s 116-year Wimbledon partnership.
Links:
Robinsons
https://www.robinsonssquash.co.uk/
https://www.youtube.com/user/RobinsonsDrinksUK
https://www.facebook.com/Robinsons
https://twitter.com/drinkrobinsons
Red Consultancy
Wimbledon/AELTC
http://www.youtube.com/wimbledon
https://www.facebook.com/Wimbledon
https://www.instagram.com/wimbledon/
