Get Thirsty

Robinsons, the UK’s favourite squash, has launched its first brand campaign since unveiling a radical new rebrand in March. Created by Saatchi & Saatchi and launching with a primetime ITV “Proudly Presents” slot during Saturday’s Britain’s Got Talent, the joyful and integrated campaign introduces consumers to Robinsons’ new brand idea through a gargling choir, who congregate to refresh, perform and gargle together.

Running across TV, out of home, video on demand and social throughout the summer with paid media managed and bought by mSix&Partners, the work uses a gargling choir and a fresh visual world to launch Get Thirsty, a new brand-first concept which celebrates the joyful things in life that make us thirsty - because a healthy thirst is evidence of life being lived to the full.

Launching with a film, the TV spot directed by Yousef (PRETTYBIRD) depicts an eclectic choir of all ages assembled on the sun-drenched steps of a park. Dressed in a cheering array of pinks, oranges, yellows and purples, the singers are seen warming up with vocal exercises and taking quenching sips of squash, before they gather in front of a conductor, ready to perform with refreshed glasses in hand. Following her cue, they lift their heads and glasses together, take a deep swig, and the melody begins.

Together, they gargle a perfectly harmonised rendition of ‘Girl on Fire’ by Alicia Keys, with a young and impassioned vocalist leading the tune from the centre of the choir, while another chorister surreptitiously chugs his glass of squash while nobody’s looking.