Magazine article Marketing

ADWATCH: Fruit Shoot Plays Up Unexpected Maturity of Its Drinkers

Magazine article Marketing

ADWATCH: Fruit Shoot Plays Up Unexpected Maturity of Its Drinkers

Article excerpt

Robinsons has extended its 'new thinking' work to talk straight to kids and please mums, reports Sam Solley.

Robinsons Fruit Shoot continues to show kids reacting to situations in an unusually mature way in the fourth execution in its 'New thinking, new drinking' campaign, which enters this week's Adwatch at number 16, with 30% recall.

The latest ad from HHCL/Red Cell, entitled 'Cricket', features a group of children playing the game on a wasteland in the inner city.

One is organising where everyone fields, while a nervous boy stands at the crease ready to bat. As they play, the boy manages to hit the ball high, but the child who had been organising them all catches it.

Everyone cheers - but the boy at the crease protests as others try to grab the bat to take their go in front of the stumps. The boy who caught the ball, feeling a little pity for his pal, says: 'Sorry, I didn't catch it, have another go,' and they play on. The ad ends with the strapline 'Robinsons Fruit Shoot - New thinking, new drinking'.

The three previous ads in the series have followed a similar theme of kids doing things they wouldn't usually be expected to. …

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