We continue our podcast series by looking into Britvic’s successful 2017 revitalisation of its flagship Robinson’s brand, which won the grand prix at the Marketing Week Masters awards 2019. Robinsons was struggling in a declining flavoured concentrate category. Its bold objective was to bring back lapsed shoppers and drive growth into the category once more, through of mix of cutting underperforming lines, introducing two new premium sub-brands and repositioning around a new purpose: 'Experts in simple goodness'. The activity was a success, driving trading up, and leading to higher value and margin for Britvic. To tell the story, Marketing Week editor Russell Parsons is joined by Britvic CMO Matt Barwell and Saatchi & Saatchi’s UK CEO Magnus Djaba in a live recording at the Festival of Marketing.