Robinsons’ “Get Thirsty” campaign marks the brand’s first major initiative following a significant rebrand, aiming to reposition Robinsons not just as a squash drink but as a symbol of life’s joyful, thirst-inducing moments. The core brand proposition centers on celebrating a “healthy thirst” as evidence of an active, fulfilled lifestyle—implying that experiencing thirst reflects engagement in meaningful, enjoyable activities. The campaign emphasizes refreshment as both a physical and emotional reset, encouraging consumers to embrace moments that make them thirsty and then quench that thirst with Robinsons.
The market strategy leverages a distinctive creative execution that stands out through the use of a gargling choir performing a harmonized cover of Alicia Keys’ “Girl on Fire.” This unusual yet memorable auditory cue, combined with vivid, sunlit visuals of a diverse choir ensemble, communicates community, energy, and refreshment simultaneously. By placing the campaign in a lifestyle context—depicting collective celebration and refreshment—the creative aligns Robinsons with social connection and joyful living. The integrated media approach, spanning TV, out of home, video on demand, and social channels, targets a broad UK audience likely seeking authentic experiences and reconnection post-pandemic. The primetime ITV slot during a popular entertainment show ensures maximum exposure to family-oriented and general audiences, reinforcing the brand’s positioning as the go-to thirst quencher for life’s lively moments. Overall, the campaign strategically blends sensory engagement and emotional storytelling to elevate Robinsons from a simple squash brand to a symbol of active, joyful living.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
The Robinsons ‘Get Thirsty’ campaign most clearly fits the Symbolize the Benefit format. The central creative device is a joyful, eclectic choir gargling and singing to visually dramatize the refreshing, fun, and life-enhancing qualities of Robinsons squash—a physical exaggeration that stands in for the feeling of being refreshed. There’s no direct problem–solution structure or story with a resolution; instead, the act of gargling in harmony functions as a memorable, symbolic metaphor for the hydration and vitality Robinsons offers, using playful performance to make the benefit visually and emotionally tangible.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Robinsons – Market Positioning
Robinsons positions itself as the UK’s leading fruit squash brand, emphasizing vibrant, family-friendly hydration with a heritage of quality and taste. The brand focuses on natural fruit flavors with reduced sugar options, appealing to health-conscious consumers seeking nostalgic yet modern refreshment. Their recent rebranding and campaigns like 'Get Thirsty' highlight joyful, active lifestyles and emotional connection through communal, feel-good moments.
2. Ribena – Market Positioning
Ribena is a heritage blackcurrant-based drink recognized for its rich fruit content and authentic taste. It markets itself as a wholesome, vitamin C-rich option ideal for families and children, underpinned by its longstanding British legacy. Ribena combines tradition with modern convenience through diverse formats, leaning on health and immunity benefits to differentiate in the squashing and cordial category.
3. Halls – Market Positioning
Halls differentiates in the squash and cordial segment by offering bold, concentrated flavors with a vibrant, youthful brand image. Often focusing on boldness and refreshment, Halls appeals to younger demographics seeking energetic, flavorful hydration experiences. Their strategic angle involves making squash more playful and dynamic, targeting consumers who want more intense and exciting taste profiles.
4. Copella – Market Positioning
Copella positions itself as a premium, cold-pressed apple juice brand with natural ingredients and minimal processing. It targets health-conscious consumers looking for authentic fruit juice experiences without artificial additives. While not a direct squash competitor, it occupies adjacent space by emphasizing freshness, quality, and the farm-to-bottle story, appealing to upscale and discerning drinkers within the juice market.
5. ViTA Coco – Market Positioning
ViTA Coco specializes in natural coconut water, positioning as a healthy, hydrating beverage that supports active, healthy lifestyles. While outside the traditional squash category, it competes for consumer attention in the hydration and natural drinks market. ViTA Coco differentiates through its tropical, nutrient-rich offering, tapping into wellness trends and the demand for natural, functional beverages in the UK retail landscape.
Q: What is Get Thirsty about?
A: Get Thirsty is Robinsons’ flagship brand campaign for 2023, created by Saatchi & Saatchi in partnership with Prettybird for the UK retail market. Marking the brand’s first major initiative following a significant rebrand, the campaign launched with a primetime ITV slot during Britain’s Got Talent. The central creative idea features a joyful, multigenerational choir performing a harmonized gargling rendition of Alicia Keys’ Girl on Fire, visually dramatizing the act of refreshment with Robinsons squash. The campaign runs across TV, out of home, video on demand, and social media, positioning Robinsons as the beverage of choice for life’s most vibrant, thirst-inducing moments.
Q: What creative device does Get Thirsty use?
A: Get Thirsty employs the Symbolize the Benefit format, as classified by Clapboard’s 12-format taxonomy. The campaign’s core creative device is a lively choir gargling and singing together, serving as a playful and exaggerated visual metaphor for the refreshing and revitalizing qualities of Robinsons squash. Rather than presenting a conventional problem-solution narrative, the act of gargling in harmony stands in for the feeling of being hydrated and energized, making the product’s benefit both visually distinctive and emotionally resonant for viewers.
Q: What is the campaign proposition for Get Thirsty?
A: The strategic proposition behind Get Thirsty is to reposition Robinsons as more than just a squash drink, but as a symbol of joyful, active living where a healthy thirst is celebrated as proof of a life well-lived. The campaign targets a broad UK audience seeking authentic, communal experiences, especially in a post-pandemic context. By highlighting refreshment as both a physical and emotional reset, Robinsons encourages consumers to embrace the moments that make them thirsty and to choose Robinsons as their go-to for quenching that thirst, reinforcing its role in vibrant, everyday living.
Q: How does Get Thirsty rank in Clapboard's archive?
A: Get Thirsty holds a Clapboard Campaign Score of 67/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of contemporary UK advertising.
Q: Who are the competitors in Robinsons' category?
A: In the UK squash and hydration market, Robinsons competes with Ribena, which is known for its heritage blackcurrant drinks and vitamin C-rich positioning aimed at families; Halls, which appeals to younger consumers with bold, concentrated flavors and a dynamic, playful brand image; Copella, which targets health-conscious drinkers with premium, cold-pressed apple juice emphasizing natural ingredients; and ViTA Coco, which operates in the adjacent hydration space with natural coconut water marketed for active, wellness-focused lifestyles. Each brand brings a distinct approach to refreshment and consumer engagement in the retail landscape.
ARCHIVE.webp)
