From TV Spot to TikTok Showdown
Robinsons’ “Get Thirsty” ads leaned into the quirky idea of gargling fruit squash - but the brand needed a TikTok-native experience to truly resonate. Teaming up with Whalar, we transformed a TV-only concept into Guess My Gargle, a shareable AR filter that invited real people to step up, gargle, and get creative - while reinforcing Robinsons’ spirited, family-friendly personality.
Creating an Interactive Game of Impressions
Our filter made every gargle a mini performance. Each time users opened the filter, a random prompt popped up - maybe a chart-topping song, a beloved cartoon character, or a viral meme. Participants had to gargle their prompt using Robinsons and perform a matching impression. The nomination mechanic (“Tag two friends to take their turn!”) fueled a chain reaction of duets and reaction videos, turning the filter into a viral guessing game.
Viral Reach & User-Generated Content
In just two weeks: 10 million+ total filter views 250 000+ user-generated videos under #GuessMyGargle #2 trending hashtag in TikTok UK’s Food & Drink category The filter was also a Finalist in the Filter/Lens and User-Generated Content categories at the 16th Annual Shorty Awards—validating its creative excellence on social media. Additionally, 219 000 users visited the Branded Effect page and the filter achieved a 6.2% average view engagement rate, surpassing TikTok benchmarks.
Embedding Robinsons in TikTok Culture
By weaving this AR experience into Robinsons’ broader “Get Thirsty” narrative, we went beyond mere novelty. Guess My Gargle turned passive viewers into active co-creators, sparking duet chains, reaction videos and influencer collaborations. The result: a lasting cultural moment that deepened brand loyalty and showed how playful tech can supercharge audience participation.
Guess My Gargle
In partnership with Whalar, we launched Guess My Gargle, a TikTok AR filter for Britvic’s Robinsons Fruit Squash “Get Thirsty” campaign. By inviting users to gargle tunes and mimic famous voices in a nomination-style challenge, the filter drove over 10 million views, spurred 250 000+ user-generated videos, and injected playful energy into Robinsons’ nationwide marketing push.
Category
SCREENplay
Year
2024
Client
Whalar
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