UK: Robinsons’ first campaign since rebranding - Did Britons take note?

Britvic-owned fruit drink brand Robinsons launched a brand campaign last month - its first since undergoing a rebrand in March this year. Titled ‘Get Thirsty’, the campaign will run through the summer.

We look at whether the campaign impacted Robinsons’ Ad Awareness score - which indicates how many and which consumers are noticing the brand’s advertising.

According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Robinsons’ Ad Awareness score among the general British population has grown since the campaign launched. In January 2023, the score was 6%, and remained largely unchanged until the campaign launched on 21 May 2023. Since then, it has grown to 11% as on 12 June 2023.

Robinsons’ Current Customer metrics remained mostly unchanged in the days after the campaign launched. But the metric has grown three percentage points since January 2023, going from 11% in January 2023 to 14% in June 2023.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Robinsons’ Ad Awareness score is based on the question: Which of the following drink brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. Its Current Customer score is based on the question: Have you purchased drinks from any of the following drink brands in the past 30 days? and delivered as a percentage. Scores are based on an average daily sample size of 801 UK adults between 1 January 2023 and 12 June 2023. Figures are based on a four-week moving average. Learn more about BrandIndex.

Photo by Koen Emmers on Unsplash