Robinson’s has been an official supplier of Still Soft Drinks to Wimbledon since 1934.  It’s a traditional event and a traditional brand but in fast moving times, innovation is still needed to stay relevant to younger audiences, and their buying parents.
Cue a campaign based around the annual debate over whether the popular spectator area in front of the big screen at the Championships should be Henman Hill as it was in the beginning or Murray Mound as has been the case among the Scot’s Champion’s fans. It has done no harm that someone (perhaps at Robinson’s agency) has changed the name back to Henman Hill on Google Maps and sparked coverage from ITN to the Huffington Post.