The move – the biggest ever single investment in the brand – comes as the £100 million** Rubicon brand is already established as one of the UK’s fastest-growing major soft drinks.
The nationwide marketing drive will be spearheaded by Rubicon’s biggest ever TV advertising campaign, to be screened on both ethnic and mainstream channels.
The two new 30-second commercials, which break in May and run for three months, highlight the brand’s authentic, exotic taste credentials and have a warm, friendly and welcoming feel.
“This far-reaching campaign heralds the next major phase of growth for Rubicon. It will reinforce the importance of Rubicon to retailers with ethnic shoppers but also shows that Rubicon is a must-stock brand in mainstream as well,” says Adrian Troy, A G Barr’s Head of Marketing.
“The opportunity for retailers is reflected in the fact that in the last 12 months, we have attracted almost two million new shoppers to Rubicon***.”
The brand recently launched a range of 500ml Still products for ‘on the go’ consumption. Previously only available in one litre and 288ml cartons, the launch of Rubicon Mango and Guava in PET bottles provides consumers with even more occasions to enjoy Rubicon.
“The new packs are targeted at people who enjoy a still soft drink on the move. The on the go PET sector dominates the out of home drinks market and is worth £177 million**** Rubicon Still 500ml PET provides retailers with a major incremental profit opportunity as we are plugging the gap in the out of home market for an authentic exotic juice product,” says Troy.
The new Rubicon pack format is available in both plain and 99p price-marked packs, in outers of 12. A G Barr is also launching Sun Exotic Tropical Fruit in the same pack format.
In addition to the national TV advertising, Rubicon will again be backed by National Mango Week (May 28–June 3) this year. This will be supported by a national PR campaign, radio advertising, digital advertising and special one litre ‘2 for £2’ packs on Mango and Mango Light cartons.
There will also be a nationwide summer sampling campaign and high profile sponsorships of cricket players Graeme ‘Swanny’ Swann (England’s current world number 1 ranked spin bowler) and Muttiah ‘Murali’ Muralitharan (Sri Lankan legend, holder of world records for both test and one day wickets).
*: Nielsen Scantrack, Value Sales, Exotic Juices, MAT to 4/2/12, Total Impulse
**: Estimated Retail Sales Value based on AG Barr Sales Data
***: TNS OnlineBus Survey of 1,029 adults aged 16-64, March 2012
****: Nielsen Scantrack, Value Sales, MAT to 24.12.11, 400-500ml PET Pack Size, Total GB
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