Barr Soft Drinks has launched a £5m campaign for its Rubicon brand that encourages young soft drinks consumers to ‘make the unboring choice’ and try something a little bit more exciting.
The largest-ever investment in the brand is spearheaded by a new national TV campaign supported by a range of digital and social media, including video-on-demand advertising, Spotify and Snapchat – all backed by a suite of eye-catching in-store POS.
“Other categories have evolved to excite shoppers with new and interesting flavours,” said Adrian Troy, Marketing Director at Barr Soft Drinks. “However the soft drinks category still has a long way to go and there is a huge retailer opportunity to increase sales by widening the choice of flavours that they stock.
“Our £5 million heavyweight national brand investment will drive massive brand awareness which will create lots of shopper demand.”
