Insight
“Families don’t just watch films together — they use them as a shortcut to connection.”
That shared “what shall we put on?” moment is one of the few truly cross‑generational cultural rituals left, and it’s exactly where a brand like Robinsons can earn attention before anyone reaches the fixture.
But the partnership couldn’t feel “borrowed”. The brief was explicit: it had to feel Robinsons‑led, not Star Wars‑led – while still leveraging the franchise’s cultural pull to drive awareness and trial of limited-edition liquids.
The challenge
Robinsons’ bigger commercial context was clear: private label has closed the perceived gap, making “good enough” feel increasingly acceptable — so Robinsons has to rebuild belief in difference and stop the purchase decision being made purely on price.
Inside that, the partnership had its own delivery pressure:
- Film release: 22 May ’26, with Disney activity ramping from 4 May (Star Wars Day)
- In‑store activation: launches 1 May for 12 weeks
- Operational constraint: Disney creative approvals (10 working days per round)
So the job was to design a plan that could create “fame and family appeal”, but still do the hard work near purchase – not just “be seen”.
Creative springboard – “The Galaxy’s Favourite Squish”
The thinking was built from a simple strategic move: extend the existing Robinsons platform into the partnership world, rather than switching tone or behaving like a temporary sponsorship.
That meant evolving “Nation’s Favourite Squish” into a partnership expression – “The Galaxy’s Favourite Squish” – and ensuring Grogu was the emotional hook, because he has the “cute factor” and wider appeal that pulls both kids and parents in.
The idea – Make the partnership impossible to miss… and hard to ignore at POS
Our first impulse was a broad cultural takeover: an interactive special build plus supporting OOH near cinemas, creator amplification, and sampling to bring the product to life (including the glitter-led proposition).
But feedback pushed us to sharpen the commercial edge: move the weight closer to purchase while keeping the idea high-impact.
So we re‑designed the activation to do both jobs:
1. Earn attention at the cultural moment (where families are already gathered and excited), and
2. Convert that attention into trial by building a clear bridge into store environments and retailer journeys.
What we delivered (the plan)
1) Proximity “fame” anchored to Disney’s live experience
2) Retail-adjacent OOH to drive “I’ll grab it” behaviour
3) Product truth made tangible (sampling + the “sparkle” story)
4) Social + creators to turn a moment into a ritual
5) Timing strategy: don’t waste the buzz
