Britvic’s Fruit drinks brand Robinsons has shifted strategy to target adult drinkers with the launch of Fruit Creations, a new squash supported by a multi-million-pound campaign.

The multi-channel campaign ‘Listen Up’ is the first from Saatchi & Saatchi, which won the Britvic kids and family portfolio account last August.

The hero film is fronted by a young, precocious girl who introduces Fruit Creations to grow-ups doing adult things in adult places, such as the boardroom and the courtroom. The full 40-second ad will run alongside a 20-second cut down on TV and video on demand in the UK and Ireland.

The spot will be supported by integrated social, PR and experiential campaigns.

"Kids are currently seen as the main consumers of squash, so the creative is designed to help land the new adult proposition in a way that’s new for Robinsons and entertaining for adults, using the disarming wisdom of children,” said Matt Barwell, chief marketing officer at Britvic.

"With … 3m glasses of Robinsons squash being drunk every day in Britain, who better than our child squash experts to educate adults about the great taste of new Robinsons Fruit Creations?"

Fruit Creations has been devised to contain twice the fruit content of the core Robinsons squash brand. Its flavours, including as peach and raspberry, and pear and blueberry, aim to appeal to a more grown-up palate.

Robinsons Fruit Cordial will also launch off the ‘Listen Up’ platform in March.

Kate Stanners, global chief creative officer at Saatchi & Saatchi, added: "As such an iconic, well-loved staple in British households it’s been fun turning the category on its head by using the real experts in squash to sell Robinson’s new adult portfolio."