Carlsberg Britvic has unveiled a host of glitter-infused Robinsons and Fruit Shoot soft drinks to celebrate the release of Universal Pictures’ ‘Wicked: For Good’ movie, which launches in cinemas on Friday 21 November.
A limited-edition run of flavours, each finished with edible glitter, includes a new ‘Wonderfully Fruity Twist’ flavour, alongside the return of ‘Amazifying Citrus Twist’ and ‘Outstandiful Berry’ in Robinsons Double Concentrate. These are available across the convenience channel in 750ml formats until mid-December.
For the first time, the partnership also extends into Fruit Shoot, with ‘Thrillifying Citrus’ (Citrus Twist) and ‘Sparkle Berry’ (Strawberry & Pineapple) flavours, which come in eight-pack formats for the convenience channel.
Inspired by the film’s iconic characters, Elphaba and Glinda, a supporting campaign will encourage shoppers to answer ‘Witch Flavour Are You?’, driving interaction at purchase and promoting trial across the limited-edition range. To further increase campaign visibility Robinsons core Orange and Apple & Blackcurrant will feature exclusive Wicked-themed on-pack designs across its 750ml and 1.75 litre Double Concentrate formats.
Squash is the UK’s most consumed soft drink [Mintel UK Soft Drinks Industry Review 2025], with Robinsons, a firm family favourite as the UK’s number one squash brand [NielsenIQ RMS, Total Coverage, Value sales, Total Flavoured Concentrates, Carlsberg Britvic defined, Excluding Total Private label, MAT to 27.09.2025]. The Wicked partnership will help retailers capitalise on squash’s existing popularity by driving excitement and new reasons to buy. What’s more, the film’s cultural relevance is set to extend the products’ appeal beyond regular squash drinkers to Wicked fans, widening retailers’ opportunity for sales. The addition of Fruit Shoot, the number one kids drink brand in the UK [NielsenIQ RMS, Total Coverage, Value sales, Total Kids, Carlsberg Britvic defined, Excluding Total Private label, MAT to 27.09.2025], as part of this year’s campaign is set to attract even more families to the portfolio.
Clare Brosnan, Brand Marketing Director at Robinsons said: “Last year’s partnership with Universal Pictures was a huge success, with 1.3 million limited edition bottles sold in Q4 and £1.6 million RSV delivered in total market [Kantar, Take-Home Panel, 12we 29 December 2024.] Building on this momentum, this year we are going bigger and better, introducing new flavours across the Robinsons and Fruit Shoot brands to extend appeal and further drive engagement. Pairing Wicked: For Good, one of the year’s most hotly anticipated films, with such well-loved family brands is perfectly set to deliver success in the squash aisle for retailers”.
