Robinsons Refresh'd Spring Water, Raspberry & Apple, 500ml

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By utilising Watson, IBM’s AI platform, Wimbledon has shown a willingness to embrace the future while staying true to its traditions and developing new and innovative approaches to fan engagement in a digital world,” adds Mr Wiacek.

Robinsons Refresh’d has relaunched to Robinsons Ready to Drink, boasting two flavours, Raspberry & Apple and Peach & Mango, to help retailers capitalise on the return of on the go, according to owner, Britvic.

5. Don't listen to anyone else 

It’s odd then, given the catastrophic situation, that the new advert for Robinsons Refresh’d – you can tell it’s for cool kids because it has an apostrophe, the coolest of all punctuation marks – features a straw zooming around the biosphere destroying organic matter, as if Britvic wanted to create a visual metaphor for what plastic is doing to our environment.

Pimm’s and Wimbledon go hand-in-hand after the alcoholic drink became an icon of British summertime and the staple drink at the tennis tournament. Phil Sanders, out-of-home commercial director at Britvic, said: “As restrictions ease over the coming months, it will be crucial for retailers to offer their customers soft drinks in on-the-go formats that they instantly recognise in the chiller. Relaunching this range will help retailers capitalise on the changing consumer habits and needs, while providing them with a no added sugar alternative. Polo Ralph Lauren is the first designer in the history of The Championships to partner with AELTC and dresses all Wimbledon on-court officials. The clothing company provides the elegant uniforms for chair and line umpires featuring classic navy blazers and cream-coloured trousers.A nationwide sampling campaign sees over 190,000 bottles of Refresh’d distributed in 10 cities across the country. Sportcal’s head of sponsorship Conrad Wiacek says: “While Wimbledon could certainly generate far more sponsorship revenue than it currently does, by staying true to its values, it maintains the impression of a premium product that sponsors want to be associated with as opposed to a badging exercise.

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Britvic GB Director of Marketing Kevin McNair said: “This is a step change for Robinsons, our first naturally sourced on-the-go drink. We know that many Brits are looking for a more exciting alternative to water, but without any added sugar. So, we’re delighted to offer something to the nation that does just that. Robinsons is f ound in more than 4 out of 10 British households [i] and our testing of our new flavours shows that new Robinsons Refresh’d will be the tastiest way for busy people to stay refreshed on-the-go 4”. It also partnered with tennis icon Andre Agassi as the brand’s global ambassador for the tournament. Photographers, for example, will be given Oppo camera phones to capture key moments over the two weeks, with the best images featuring in a dedicated photo gallery. The Robinsons partnership with Wimbledon, one of the most quintessentially British relationships in history, was born in 1935 when Robinsons’ original Lemon Barley Water was first served at Wimbledon to refresh players during breaks. Since then, Robinsons has sponsored The Championships annually and despite the ever-changing drinks industry, has maintained its position as a strong family favourite and one of the nation’s most trusted brands 4.

Flavoured with high intensity green apple and juicy kiwi, Apple & Kiwi Refresh’d is mouth-wateringly refreshing. With the delicious and fresh taste of juicy orange and zingy lime, Orange & Lime Refresh’d leaves a soft fruity aftertaste. The campaign will include a 30 second TV creative, national outdoor advertising and in-store activations in selected convenience stores around the UK. It began its 84-year relationship with The Championships in 1935, with the invention of the lemon barley water recipe that was provided to all players.

How much does Wimbledon earn through its sponsors?

Luxury watch brand Rolex has been in unison with Wimbledon ever since 1978, when it became the official timekeeper of The Championships. It is sold in all nine bars and marquees in the grounds and, outside tennis, its wine can be found in more than 120 countries.