Barr Soft Drinks is investing £4m in its Rubicon range, including a campaign reinforcing its position as “the brand of summer”.
Running through to the end of August, Rubicon’s ‘Made of Different Stuff’ messaging expects to reach over 93% of 16 to 34-year-old shoppers an average of seven times.
The campaign will include experiential activations at festivals, large format OOH advertising and TV, including spots during Love Island.
Adrian Troy, Marketing Director at Barr Soft Drinks, said: “2023 really is the year of flavours, so it’s the perfect time for our campaign to return even bigger, braver and bolder. In soft drinks, shoppers are seeking exciting and more imaginative flavour choices alongside value – attributes synonymous with Rubicon.
“Last year, our ‘Made of Different Stuff’ campaign drove an increase in shoppers of 21% across Rubicon, highlighting an unmissable sales opportunity for retailers who stock the brand this summer.
“This summer our message to retailers couldn’t be clearer. Give the Rubicon range the space it warrants, and it will deliver for you. There is something there for every shopper, so maintaining choice and broad availability is key, from May to September especially.”
