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Britvic talks up Spotify tie-up for Robinsons Refresh’d

By | Published on Wednesday 5 July 2017

Spotify

I’ve seen the future of streaming music, and that future is a sugar-free fruit cordial. It’s obvious now you think about it, isn’t it? But don’t worry, this streamy dreamy fruit squash drink is made with only naturally sourced ingredients.

Drinks maker Britvic has been bigging up its alliance with Spotify, which is built around its recently launched Robinsons Refresh’d brand. The company has its own ‘hub’ on the Spotify platform which it is promoting through its marketing of Robinsons Refresh’d. Users who land on the hub select five of their favourite tracks and, on the back of that, Spotify puts together a personalised playlist. There’s something in there about the user’s playlist being Refresh’d, but I didn’t quite get it. So just all nod and let’s pretend we understand.

Says Britvic Marketing Director, Kevin McNair, about the recently launched tie-up with the streaming firm: “Robinsons has a rich heritage, established in 1823, but fast forward to 2017 we’re delighted to be pushing forward and driving new innovations in the marketing category. We’re hugely proud of this partnership and the tech behind it, and can’t wait to help inspire new refreshing summer soundtracks for Spotify users this summer”.

Meanwhile Spotify’s Director Of Sales, Greg Jarvis, says: “Spotify is THRILLED to partner with Britvic to help promote the launch of their new product, Robinsons Refresh’d”. Ah, you’re THRILLED are you Greg? How refreshing.

Trying to clarify how the playlist refreshing bit works, Jarvis adds: “Robinsons is using the full suite of Spotify’s market-leading audio, video and display ads to promote Robinsons Refresh’d, and to encourage consumer engagement with a bespoke hub that hosts a seasonally relevant playlist refresher. The playlist refresher takes our API technology one step further by allowing users to customise the output based on their favourite artists. We look forward to the success of this campaign and a continued partnership with Britvic”.

Although subscriptions are still at the core of the Spotify business, the streaming firm continues to try to grow its advertising and brand partnership revenues so to reduce the losses linked to the platform’s massive freebie userbase.

Ahead of the recent ad industry junket Cannes Lions, Spotify’s Global Head Of Sales, Brian Benedik, said: “We are just beginning to explore what [our] amazing [user] insights can do for brands. It’s an exciting time for our Spotify global advertising business. We launched our free, ad-supported tier on mobile three years ago, and the business is still growing fast with more than 50% year over year growth in 2016”.



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