Britvic aims to score points with pre-teen children in HHCL ads

Britvic Soft Drinks attempts to convey the emotional problems faced

by pre-pubescent youths in its pounds 1.5 million launch campaign for

Robinsons Fruit Shoot, created by HHCL & Partners.

The new drink, and its supporting campaign, will target a core audience

of nine- to ten-year-old boys and girls. It will replace the existing

Robinsons cartons.

The TV work, which breaks on 21 August, comprises two 30-second

films.

One features children playing tennis and the other shows them playing

football. Both commercials show the children making mature

decisions.

In ’tennis’, two girls argue about whether a ball was out or in, until

one maturely backs down and concedes the point. The idea is that

children of this age are becoming independent and aware of their own

personalities.

Andrew Marsden, Britvic’s marketing director, said: ’What we hope to

achieve with these films is an aspirational quality but within the

context of recognisable and naturalistic situations. We want our

audience to feel that Fruit Shoot is for kids like them who are prepared

to face up to and embrace new challenges.’

The campaign was written by Andrew Lloyd-Jones and art direction was by

Lucy Hobbs. It was directed by Jurgen Loof through Rogue Films. Media

planning and buying is through MindShare.

This article was first published on Campaign