Fruit-flavoured carbonates brand Rubicon has announced a new campaign designed to drive shoppers to soft drinks’ chillers throughout the summer.
As part of Rubicon’s annual £7m brand investment, the ‘Big Flavour Behaviour’ campaign will run from May through to July, reaching 90% of 16-34-year-olds 11 times on average.
The campaign has four different adverts, each one spotlighting a key flavour within the range – Rubicon Sparkling Mango and Passion, as well as Rubicon Spring Orange & Mango and Black Cherry Raspberry.
Lisa McKenna, Head of Brand for Rubicon, said: “Big Flavour Behaviour’ celebrates the brand’s big, bold flavours and encourages consumers to stand out in a sea of sameness – just like the Rubicon drinks themselves. Rubicon is going from strength to strength, growing by 9.2% and adding £2m to the category last summer – a higher uplift than any other brand.1
“We expect a significant increase in incremental sales throughout the campaign, and urge all retailers to get behind this campaign with our new PoS to drive sales of carbonates all summer long.”
The adverts will run on TV, digital and social media and will be supported by mass outdoor advertising in the UK’s biggest cities, along with double-decker bus wraps. Events and sampling activity will also form a significant part of the campaign, with ten DJ events taking place in May and June.
Shoppers can also enter a competition to win festival tickets, fashion and music subscriptions between 5 May and 30 June by scanning a QR code on Rubicon POS material.
