Britvic Soft Drinks squash brand, Robinsons, is teaming up with the UK's children TV programmes SM:tv Live and Ant & Dec & Cat to produce a new on-pack promotion.

The SM:tv Live gang will appear on packs offering 250 young Robinsons consumers an instant win prize (under the cap) enabling them to be whisked to the SM:tv Live studio after an overnight stay in London. Around 10,000 runners-up will receive annual subscriptions to the SM:tv CD UK magazine.

The SM:tv Live initiative for Robinsons will be executed across over 15 million one to four litre Original, Special R and Fruit & Barley packs for an eight week period, supported by significant advertising presence in kids' magazines and PR activity.

"The fast moving and wide ranging antics on SM:tv Live gives us huge potential to involve our consumers directly in the show. We have also created exceptional graphics and really fun point of sale to enable retailers to benefit across both the multiple and impulse channels," said Britvic's director of brand marketing, Cathryn Sleight.

"Sm:tv Live is a hot property in children's entertainment."

"It has high level approval from parents and massive appeal to 2.5 million Saturday morning viewers. With the recommended in-store exposure, the SM:tv Live on-pack will drive incremental volume for Robinsons and significantly lift the entire squash category," she added.

Point of sale includes inflatable TVs, applauding floor stickers, standees, barkers and wobbles. On-air show games such as Wonkey Donkey and Challenge Ant will theme Robinsons competitions in store with major prizes from bedroom makeovers to Playstation 2 consoles, combined TV and videos, Wonkey Donkey toys and hundreds of SM:tv goodie bags.

Britvic would not disclose how much it is spending on this high profile promotion but the company did say that it is investing heavily to build on its recent links with five Disney film releases as well as Wimbledon.