Encouraging families to 'play thirsty' through sponsorship

For the past two years, H+K has supported Robinsons’ sponsorship of Wimbledon. Building on the brand’s mission to encourage families to play thirsty, we wanted to make the tournament more accessible for parents and kids.

Our starting point was to work with tennis fan and parent, Amanda Holden, and tennis coach, Judy Murray, to launch a series of tips and content to help kids enjoy the game. From setting up a washing line net in the garden with balloons for balls, to a pop-up tennis court in Westfield shopping centre, the campaign encouraged thousands of families to play thirsty.

We also invited the brand’s famous friends to enjoy the tournament by creating a special celebrity suite, with Jonathan Ross, Alicia Dixon, Emma and Matt Willis and Tom Daley amongst the guests who joined. Finally, we celebrated the brand’s 80th year of sponsorship with special tennis-ball cupcakes.

More than 45 celebrities have attended the suite to date, with a combined campaign audience reach across two years of 1.8 billion.

The campaign also helped increase Robinsons' BrandIndex score from 29.4 to 34.2 over the two week tournament - a perception shift which lasted throughout the summer.

Hill & Knowlton Strategies Search