Think Robinsons and the words ‘British’, ‘Wimbledon’, ‘trusted’ and ‘iconic’ are probably not far behind (not to mention the clenched fist of Tiger Tim). Britvic, however, identified that this emotional connection was not supported by the brand’s packaging. Our research helped the brand realise that conveying premium quality in this category requires more than just conveying good product quality – rather, by dialling up its latent emotional connection with consumers on pack, the brand could ensure quality perceptions would improve in a differentiating, ownable manner.

Of course you don’t throw the baby out with the bathwater when it comes to iconic brands, but our research enabled the team to know which visual equities were important, and therefore which areas of the pack could be freed up to concentrate on building an emotional connection. The iconic green arches provide a perfect holding device for the family ‘fruit picker’ tableau to build the emotional resonance required. The result is an underpinning of the brand’s premium credentials with a strong visual reminder of the emotional connection already associated with the brand – and still the leading deuce, sorry juice, in the category.