Barr Soft Drinks has unveiled two new Rubicon products, including the brand’s first sparkling flavour launch for over 30 years.
Rubicon Spring Pineapple Passion is available in cases of 12 x 500ml plain and £1 price-marked packs (PMPs).
Rubicon Raspberry & Pineapple Sparkling, which Barr said was the first soft drink in the UK to combine raspberry and pineapple, is available in cases of 24 x 330ml plain and 69p PMPs; 12 x 500ml plain and 99p PMPs; and 6 x 2L £1.49 PMPs.
Both new products will be supported by wide-ranging marketing activity as part of the brand’s ‘Make the unboring choice’ campaign that launched last year. Designed to engage younger shoppers, the campaign invites shoppers to “break out of the norm and try something that little bit more exciting”.
Rubicon Spring will benefit from a highly targeted sampling campaign over the summer months alongside a national digital campaign, whilst Rubicon Sparkling will benefit from a national out-of-home and digital campaign. Combined with social media and shopper marketing activity for both, the brand will reach millions of core Rubicon consumers whilst also seeking to bring new consumers into the category.
Adrian Troy, Marketing Director at A.G. Barr, commented: “Taste remains the number one motivation for shoppers to choose a soft drink, and traditional flavours alone aren’t meeting all consumer needs anymore, new flavour combinations are driving the growth.
“We’re confident that our two new tropical Rubicon products will provide incremental sales opportunities for retailers, particularly as we head into the peak summer sales period where Rubicon sales more than double.”
