The brand traditionally sponsors the Wimbledon tennis tournament and this year it had budgeted for additional activity to drive sales.
Jonathan Gatward, Robinsons brand controller, said: "Robinsons and Wimbledon have always been a great fit but Robinsons is about more than just tennis. However, as the official still soft drink of the Wimbledon Tennis Championships, Robinsons will still be on the umpires chair, where it has been since 1936."
The "Capture the Spirit of Summer" integrated campaign breaks on June 6 and will include on-pack activity on 82m products, outdoor advertising, in-store displays and PR and promotions at grocers and cash and carries.
The on-pack promotion allows shoppers to claim a Polaroid Fun sticker camera and will run across Robinsons Fruit Squash, No Added Sugar Squash and Fruit & Barley variants as well as multiple packs of Fruit Shoot.
Summer prizes including garden games kits can also be won at a .
The below-the-line work supports a national advertising campaign through Robinson's agency Bartle Bogle Hegarty, which introduced the new strapline "Just add Robinsons" earlier this year.
Last year, Britvic confirmed it was to put 拢31m behind the Robinson's brand in 2004. As the UK's number one squash brand, it plans to double its 拢255m sales within five years.
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