Britvic Soft Drinks is investing more than £2m into its Robinsons brand to support its exclusive partnership with the film The Chronicles of Narnia: The Lion, The Witch and The Wardrobe.
The promotion, which will be supported by TV advertising and Narnia promotions, will feature on all Robinsons packs giving consumers the chance to win thousands of prizes.
“This is a superb opportunity for retailers to tap into the potential of a major film partnership,” said Robinsons brand controller, Jonathan Gatward. “The Narnia franchise will generate huge media and public buzz and as a major promotional partner, Robinsons will be providing consumers with a unique opportunity to engage with this exciting and magical film through a variety of activities.”
“Our Narnia activity combines two uniquely powerful brands – Robinsons and Disney – with significant investment packages,” he said.
“The franchise fits perfectly with Robinsons thanks to its mixture of a strong child focus and overall family appeal. Our Right Choice research shows retailers will benefit from stocking and promoting Robinsons’ Welcome to The Chronicles of Narnia packs, experiencing growth and increased profits from their squash sales over the winter months.”
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