Robinsons Tasks Framestore To Make Drink in Zero 'Gravity'

iris today announced a campaign to support the launch of Robinsons SQUASH’D; a super concentrated squash that can make 20 drinks on the go. The product will take the brand ‘out of the confines of the kitchen cupboard’ and drive new usage and purchase behaviour amongst a completely different audience of consumers. 

The campaign has opened up a world of new possibilities for Robinsons to target 10 million active, time-poor professionals with the ‘Robinsons Set Free’ strapline. 

Andy Taylor, Creative Director at iris in London said about the launch: “Our goal was to encourage people to get outside and show how they were enjoying SQUASH’D in entirely new places – and to get them started we enlisted the help of Oscar-winning film makers, Framestore, to deliver the ultimate expression of Robinsons Set Free – making SQUASH’D in zero gravity.”

iris also challenged some of the internet’s most famous and active YouTubers - to use their skills to make SQUASH’D in the most weird and wonderful ways. Frisbie throwers, football freestylers, parkour runners and off-road drivers will entertain over a million subscribers to their YouTube channels.

Helen Gorman, Brand Director at Britvic, said: “It’s an innovative launch campaign that pulls together Oscar winners, Youtubers and UGC into a co-creation programme that really does prove that you can make Robinsons literally anywhere”.

In addition to activations across retail, PR, branded content and digital, iris is enlisting 16,000 ambassadors who sign up for a free sample to create their own content. Then, by uploading their own SQUASH’D videos/photos to #GetSquashd they are in with a chance to win a GoPro Hero 3 camera.

The film was directed and produced by Framestore’s Mike McGee and David Hay respectively. Creatives were Andy Taylor, Chris Baylis, Bill Adcock, Jonathon McKemey and Stuart Sinclair-Nightingale.  Music was composed by Ben Pope and sound mix is by Steve Lane at GCRS. Post-production by Framestore.