To promote the launch of its new Refresh’d range, drinks brand Robinsons has partnered with Spotify to launch what it claims is a technological first: the Robinsons Refresh’d Spotify hub.

The hub is a branded web portal, which asks users to link their Spotify  account and select one of their existing playlists in order to refresh it. This takes up to five of the users favourite tracks – selected by them – from the original playlist and, using Spotifys API, generates a new Refresh’d playlist based on them. While they wait for this to be created, users are shown a Robinsons video ad, and the resulting playlist has Refresh’d branding.

Britvic-owned Robinsons says the campaign is aimed at a 25-35-year-old audience, the same target demographic for the new product. The hub will be promoted with a mix of video, display and audio ads in Spotify.

“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,” said Kevin McNair, UK marketing director for Britvic. “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.”

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