Robinsons' Fruit Creations. Credit: Britvic.

Britvic-owned Robinsons, the UK’s leading retailer of fruit squash, has launched a multi-million pound advertising campaign for Fruit Creations, its new squash product range created especially for adults.

The ‘Listen Up’ campaign was created in collaboration with global communications agency Saatchi and Saatchi. It features a young girl introducing the Fruit Creations range to adults in grown-up situations such as a boardroom and a courtroom.

Fruit Creations is claimed to contain twice as much fruit as the company’s other squash products–hence the product’s slogan ‘real fruit in every drop.’ Like Robinsons’ other squash products it contains no added sugar. The new squash will be available in nine flavours, including strawberry and kiwi with barley, peach and raspberry, pineapple, mango and passionfruit, and pear and blueberry. The fruit combinations were designed by flavour experts to appeal to more mature palettes.

Britvic chief marketing officer, Matt Barwell, said: “With a rich heritage dating back to 1823, Robinsons squash remains a firm favourite for families, bought by four in ten households across the nation. Kids are currently seen as the main consumers of squash, so the creative is designed to help land the new adult proposition in a way that’s new for Robinsons and entertaining for adults, using the disarming wisdom of children.”

He continued, “With a staggering three million glasses of Robinsons squash being drunk every day in Britain, who better than our child squash experts to educate adults about the great taste of new Robinsons Fruit Creations?”

Saatchi & Saatchi global chief creative officer Kate Stanners added: “As such an iconic, well-loved staple in British households it’s been fun turning the category on its head by using the real experts in squash to sell Robinson’s new adult portfolio. It’s about time we listen to our real bosses – kids.”

‘Listen Up’ will be officially launched in March 2018 to coincide with the launch of another Robinsons’ product, Fruit Cordial. The advertising campaign will be accompanied by social media campaigns and brand collaborations with retailers.