The three-year partnership starts this week ahead of this year’s iteration of the competition, which runs from 3 August to 3 September.
As part of the partnership, Robinsons Ready to Drink will be launching an on-pack promotion across more than two million packs, giving customers the chance to win tickets to the tournament via a QR code on-pack.
Promotional bottles feature a cricket ball design to stand out on-shelf. There will also be digital, in-store and in-stadium advertising to highlight the partnership. The tournament is expected to attract a TV audience of more than 16 million.
Phil Sanders, out of home commercial director at Britvic, said: “There is a huge opportunity for retailers to continue to draw shoppers into the on-the-go sector, with over two-thirds of retailers agreeing they are seeing growth in impulse soft drinks sales, and over a third predicting their on-the-go ranges will exceed pre-Covid levels.”
Since relaunching as Robinsons Ready to Drink last year (having been previously called Robinsons Refresh’d), the brand has seen a value growth of 79%.
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