Rubicon unveils bold new brand campaign


Barr Soft Drinks is launching a new campaign for its exotic juice drink brand Rubicon that will is expected to reach 78% of 16 to 34-year-old soft drinks shoppers this summer.

‘Made of Different Stuff’ will launch on video-on-demand from 16 June, highlighting the brand’s affinity with Rubicon drinkers’ desire to try new and exciting experiences.

The campaign also includes out-of-home, social and digital advertising, sampling and shopper marketing activity, and activations will also take place across national depots, including bespoke display builds.

Impactful POS and display units will be available for retailers, alongside bespoke POS for wholesalers to create in-depot theatre. Retailers and wholesalers interested in ordering POS should email with their request and store or depot details.

Adrian Troy, Marketing Director at Barr Soft Drinks, said: “We’re encouraging wholesalers and retailers to stock up on Rubicon Still, Sparkling and Spring in all pack formats and make the most of our in-depot and in-store activation tools to boost category sales throughout the crucial summer period.

“Our new ‘Made of Different Stuff’ campaign is designed to remind our core demographic of 16- to 34-year-old soft drinks shoppers that Rubicon is the brand for them. Brand awareness will be at an all-time high and we’ll be driving new and existing shoppers to fixture with a programme of impactful advertising, supported by eye-catching POS.”