Robinsons has enlisted the help of Saatchi & Saatchi for ‘Get Thirsty’ – its first brand campaign since unveiling a refreshed new identity earlier this year.
Created in partnership with the London agency, the campaign revolves around a fascinatingly bizarre 60-second hero spot in which a choir performs a rendition of Alicia Keys’ ‘Girl on Fire’ by gargling on Robinsons squash.
The colourful creative will break during a primetime screening of ITV’s Britain’s Got Talent on Saturday (27 May), and will also run across out-of-home, video-on-demand and social media throughout the key summer period.
“As the category leader with a drink enjoyed by so many families we wanted to use our advertising to also bring a moment of enjoyment to an ad break,” said Robinsons marketing director, Charlotte White.
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“Saatchi & Saatchi’s gargling choir was a route we simply couldn’t resist – not only is it impossible not to crack a smile, but it also intrinsically linked our product to the creative.
“This campaign was a collaborative undertaking from the start, with media strategy sitting alongside the creative from day one. With a second phase still to come, we’re excited to see it unroll, and are looking forward to getting the nation gargling.”
With paid media managed and bought by mSix&Partners, the campaign marks the first instalment of a new long-term brand platform for the Britvic-owned firm, anchored around its new ‘Get Thirsty’ strapline.
The campaign also includes a dedicated TikTok filter and challenge (Guess My Gargle) from creator commerce company, Whalar.
Saatchi & Saatchi chief creative officer Franki Goodwin said the choir’s spirit was “utterly infectious”, adding that the Robinsons campaign felt like a “real celebration of life’s thirsty moments”.
23 Comments. Leave new
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I can’t bear this advert it needs to be removed. It makes me feel sick and the singing is terrible. Sack the person who thought of it.
Made me feel quite sick ! Horrid advert , hope they soon withdraw it !
Makes me feel ill. A 3 year old would have made a better advert.
I hope that Saatchi’s didn’t charge Robinson’s too much for such a dreadful advert.
Saatchi and Saatchi really? Vile advert. Appealing to the modern family? No gurgling is plain bad manners!
Wat a stupid advert, kids watching this will copy this and get into trouble for gargling their drinks which is bad manners
I find this advert really disgusting. Really surprised Robinsons have used it.
Awful advert in bad taste. Who wants to hear a group of people gargling…yuk
Disgusting advert! Makes me feel sick
This advert has connotations of catholic church sexual abuse. Child gargling.. Horrendous. Is it just that think this ????
I hate this advert especially when it comes on when I’m trying to eat a meal.
Ew. This would be a gross thing to have to watch no matter what it were advertising. But to try to sell a beverage, by using something so viscerally off putting? One of the worst ideas and executions of an advert I’ve ever seen ????
I hate this advert. As if the gargling isn’t bad enough, it then ends with that awful screechy voice singing “this girl is on fire”! I don’t feel at all tempted to go out and buy Robinsons after this!!
Awful advertisement! Why would anyone think this would promote a drink! Someone got paid for that stupid Idea! Girl cannot sing either.
This advert is just wrong
Words cannot describe how I feel about this advert. I cringe every time it comes on. Can you imagine children watching this and trying to gargle with their juice and choking.
What an awful advert, I detest the sound of gargling at the best of times.. not a good one Robinsons
Absolutely disgusting, hate this advert so much, please stop showing it
Dreadful advert it’s ridiculous and in bad taste. First time I’ve reviewed an advert but it’s so awful
Revolting, I had to turn over to a different channel.
A disgusting advert, I just saw it again and I have to look away, gross!
This is disgusting