Rubicon has announced a major new campaign intended to reinforce its position as ‘the brand of summer’ and designed to drive shoppers to soft drinks chillers and fixtures in record numbers.
As part of Rubicon’s annual £4m investment, the ‘Release the Sunshine’ campaign includes a brand-new TV advert which hits screens from 18 April across channels including Netflix and Disney+. The advert will be supported by outdoor media in major cities across the UK, as well as digital and social media campaigns reaching 14 million consumers more than five times.
The campaign is supported with POS and display units, complemented by bespoke POS for wholesalers to create in-depot theatre.
Jonathan Kemp, Commercial Director at Barr Soft Drinks, said the new campaign is designed to build a deeper emotional connection with current and target Rubicon drinkers.
He added: “It gives new consumers a reason to try and existing drinkers a reason to buy by highlighting the small moments of sunshine Rubicon can create to brighten everyday life. The ad will show how just one sip of Rubicon can spark a moment of inhibited, uncontainable sunshine joy.”
