In store

Robinsons Double Concentrate Squash

The challenge

More drink, less plastic was the to pline message behind a ‘sustainability in a bottle’ campaign for Robinsons Double Concentrate Squash.

Robinsons wanted to drum up awareness for the drink which provides 40 servings as opposed to the regular single squash version which comes in a bigger plastic bottle and only provides 20. That means Double Concentrate provides twice the number of drinks for 42% less plastic – a planet AND pocket winner!

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Insight & Strategy

Our insight told us that 41% of shoppers have reduced or stopped using single-use plastic and 63% consider reusable or recycled packaging to be 'very important' to them when choosing grocery products and put this front and centre in our strategy.

Activation

To reinforce the eco-conscious creative, we created a bespoke eco-friendly stand made from recycled or recyclable resources. We made the blackcurrants from recycled plastic bottle tops and the leaves from recycled bottles. Even the giant bottle was built from shredded plastic from recycled bottles – so the sustainability message was always the eye-catching headline message.

The display reduced waste by removing cellophane and unnecessary cardboard. QR codes reduced the need for leaflets.

Results

And the eco-friendly missive had the desired effect –getting customers wondering why more brands hadn’t bitten the bullet and gone down the sustainability route to ensure their products were planet-friendly.

Of the 9,690 customers who were approached, 15% went onto buy the Double Concentrate drink, meaning that 1,485 GWPs (reusable shopping bags)were handed out.

864

% sales uplift

98

% customers new to brand

Eco message won business
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