Robinsons
About Robinsons
The work made for Robinsons runs to 6 verified projects since 2015 — mostly Campaign, Brand and Advertising. Most of it comes from 5 teams, including Saatchi & Saatchi, Factory Studios and PRETTYBIRD.
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Inside the Robinsons network
The people, teams, and projects that make up the Robinsons network
Featured project
Getting Britain Gargling
Robinsons, a venerable British brand with a rich 200-year history, traditionally invested heavily in TV advertising, a strategy common among large FMCG brands. However, faced with challenges like inflation in the UK TV market and declining reach, coupled with the need for a substantial reappraisal, a radical shift in approach was imperative in 2022. The focus pivoted from frequency to fame. Recognizing that the delivery of a TV commercial alone, no matter how engaging or well-planned, wouldn't suffice, m/Six embraced the central concept of the "gargle choir" TVC. This led to an unprecedented takeover of the UK's largest commercial broadcaster during its peak weekend – immersing the channel with the infectious Robinsons gargle during the FA Cup and Britain's Got Talent finals, spreading joy across the UK in the process. This audacious strategy not only surpassed ad awareness benchmarks but also positioned Robinsons as the most talked-about brand in its category, contributing significantly to the brand's growth.
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