Britvic admits old Robinsons bottle lacked ‘category cues’

Christine Kechane, marketing manager at Britvic Ireland, said these cues involved smallness, carryin…

Christine Kechane, marketing manager at Britvic Ireland, said these cues involved smallness, carrying ease and ease of storage.

“Also, consumers told us that it was too difficult to work out the savings when comparing it to the 1L standard single concentrate," she added.

“The new 1L bottle has allowed us to create more rationalized and streamlined range under the Britvic umbrella, as both Robinsons 1L double concentrate and Miwadi double concentrate bottles can run down the same line with minimal change parts, without compromising brand appeal," Kechane said.

Branding consultancy pi global was handed a brief by Britvic Ireland that involved incorporating Robinson’s brand heritage into a new and unique structural design (pictured), launched in Ireland this August.

pi global spokeswoman Anna Lake was unable to answer some of BeverageDaily.com’s queries relating to the redesign on client confidentiality grounds, but confirmed that, as yet, the new 1L Robinsons bottle was not on sale beyond Ireland.

Boosting consumer awareness

Although Britvic Ireland rolled-out Robinsons double concentrate as a new product in 1.25l and 1.75l in 2011, pi global said, with new ‘carry, pour and store’ features, the category cue issues outlined above led to the 1L bottle brief.

“This new variant also contributed to the environment, as it had a 35% reduction in the amount of packaging used. However, it was recognized that a smaller bottle was needed to expand the range," pi global added.

Tim Llewellyn, pi global design director, said: “A new size of Robinsons double concentrate was introduced into the Irish squash market to increase consumer awareness of the product and to help drive sales.

“The design retains the strong Robinsons family attributes and heritage, yet delivers a modern aesthetic and language for the variant.

“This had to be done while adhering to strict technical constraints to enable the bottle to run on the existing production line, with minimal change parts and CAPEX," Llewellyn said.