iD launches experiential push for Britvic

Experiential specialist iD is to implement activity for Robinson's Fruit Shoot H2O to raise awareness of the brand and address perceptions of bottled water among young kids.

Kids predominantly don't believe that water can be tasty, so the new campaign aims to communicate the key brand message that Fruit Shoot H2O is a healthy bottled spring water product; a guilt-free purchase for mums and most importantly, a fruity tasting water that kids will love.

Claire Common, Fruit Shoot Brand Manager, is anticipating a successful campaign: "iD has put together a schedule that is perfectly timed and targeted; I am confident that the Fruit Shoot H2O brand will touch a huge number of key consumers this summer".

Set to launch across Easter weekend with nationwide cinema activity, 2008 will see Fruit Shoot H2O tour safari parks, zoos, beaches and pretty much anywhere else you'll find kids having fun.

Activity will run throughout summer coming to an end in August.

The first burst of activity is strategically timed to integrate with the launch of Robinson's cinema advertising, taking place during the movies 'The Spiderwick Chronicles', 'Horton Hears a Who' and 'Inkheart'.

Nicola Jordan, Client Services Director at iD, said: "We are delighted to be working with Britvic's iconic Robinson's brand and we look forward to executing a brilliant campaign".

iD is committed to lead the market in the creation and delivery of the most effective experiential marketing campaigns for its clients - this and a number of other significant recent wins is testament to this commitment.

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