The Wimbledon ad with the 3D orange slice
Tournament sponsor Robinsons puts up a tennis-themed billboard
July 17, 2016
The Wimbledon tennis tournament is all about tradition, something the fruit drink company Robinsons knows well.
The brand, owned by British soft drink company Britvic, has sponsored the tournament for 81 years. To celebrate the long-running partnership, it put up a special 3D billboard in London near the busy Waterloo train station.
The billboard looks like a Wimbledon grass tennis court, complete with a net and a line-marking machine. The Robinsons logo is visible on the right side of the court, along with its tagline “Real fruit in every drop.”
To emphasize that point, the ad also features a 3D orange slice that protrudes out of the sign. Below the fruit slice was the social media hashtag #TasteOfWimbledon.
“The idea came about from a brief we pitched out Kinetic and a host of media owners,” a Britvic spokesperson tells Media Life. “After getting down to a shortlist we went for the tennis court billboard idea which delivered the most impact at the right time, right place.”
The turnaround was relatively quick, just three months from idea to installation. The billboard was up for the duration of the tournament and will come down this week.
The billboard was just one element of a larger campaign that also included in-store sampling of new Robinsons flavors. The company also had a contest in which consumers could win VIP tickets to the tennis tournament.
“The value of executing a campaign around such a sporting event is that it extends the value of the Britvic sponsorship of Wimbledon and drives incremental awareness,” the spokesperson says. “It’s a partnership that Britvic highly values, as Robinsons was created at Wimbledon.”
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