ROBINSONS REFRESH'D
CASE STUDY FOR FMCG TRADE EVENT
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Robinsons (owned by Britvic) launched the Refresh'd range in 2018 for health-conscious on-the-go consumers. The ready-to-drink squash is made using 100% naturally-sourced ingredients and contains spring water mixed with real fruit and no added sugar.
FireBelly was commissioned to create an experiential trade-facing concept for the Robinsons corporate suite at Wimbledon's All England Club during the famous tennis tournament, to promote the new product to a trade audience before the official launch.
“We have had great feedback on the Suite this year from everyone and multiple comments that the Suite looks the best it has ever done! Everybody is very happy so thanks to FireBelly for all of your support on the execution.”
Robinsons Brand Manager
BRITVIC PLC
SUCCESSFUL TRADE ENGAGEMENT
This creative and colourful event made for a conversational environment in which the Britvic team were able to engage with their trade customers and build stronger relationships. The natural cues and organic styling was a fruitful platform for a very social event, which included a delicious lunch (on a carefully designed table setting), various drinks infused with fruits from the Refresh'd launch product, and the entire Robinsons range showcased throughout to provide further portfolio awareness.
Trade customers excited by new product launch.
Refresh'd cues and taste profile well understood.
Entire Robinsons portfolio was showcased.
Big uptake in post orders compared with previous launches.
Everyone enjoyed the tennis!
This type of event is something trade customers really enjoy. Yes, it's a 'free lunch', but it provides huge benefits to form relationships and demonstrate personality between your team and their customers.
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THE CHALLENGE AT HAND
Robinsons were concerned that the annual event hosted in the Wimbledon suite had become a bit boring. Year on year, it lacked uniqueness, therefore was not a memorable event for the invited trade customers.
The Refresh'd drink and impeding launch provided something new and different to talk about. The new drink championed natural flavours and this was a hot topic with consumers... But how could this translate into a experiential trade event??
OUR CREATIVE SOLUTION
The over-arching idea that FireBelly cracked was to "bring the outside in", making the inside feel green and organic at every turn – full wall murals, display cabinets, seating, grass floor, fruit trees in wooden pots, natural shelving units, and general styling throughout. We also designed a PR photo wall so the PR team could leverage the event and get some actively aligned on social media.
Bring the outside, inside!
Natural and organic cues with visual messages
Imbed a theme in all parts of the space
A hospitality event with a punchy product front and centre
We developed highly finished 3D models to help the client visualise the space and commit to the idea. This was a crucial part of the creative process. It gave the team a chance to see what areas needed more colour, which spaces needed to be more calm, and how the room would flow once people arrived on site. See below to see how the 3d models translated into the real event.
VARIOUS OUTPUTS COMPLETED FOR THIS PROJECT
Interior Design
Experiential Concepts
3D Concept Models
Design Details
Styling
Creative Direction
Project Management
Budget Control
Team Lead
Our reputation as a genuine and thoughtful, strategic creative partner makes for collaborative design solutions that resonate with all key stakeholders. I guess we’re less ‘agency’, more so an ‘in-house creative team’ that wants you to make constructive and creative choices for your business.
Give your trade comms a lift!