Rubicon’s hugely successful ‘MAKE THE UNBORING CHOICE’ campaign will be hitting the streets this August as it rolls out a national outdoor advertising campaign.
As part of the brand’s £5m investment this year, the phase two campaign will be supported by digital and social media that will help the brand reach over 3.9m consumers*1.
Designed to engage younger shoppers, MAKE THE UNBORING CHOICE, invites shoppers to break out of the norm and try something that little bit more exciting.
The campaign first launched in April with TV, digital and social media support helping the brand reach over 89% of 18-34 year olds*1.
Adrian Troy, Marketing Director at A.G. Barr says: “Taste remains the number one reason for shoppers to choose a soft drink and traditional flavours aren’t meeting consumer needs anymore. It is tropical flavours driving growth in flavoured carbs, growing three times faster than traditional flavours*2.
“Rubicon with its five tropical flavours across sparkling, still and flavoured water, recruits younger consumers faster than any other soft drinks brand, making it a must stock for retailers. Growing at 11%*3 and bringing one million new shoppers*4 into the category every year, it provides retailers with a huge opportunity to engage shoppers with interesting flavours and boost their soft drinks sales.
“MAKE THE UNBORING CHOICE has already had a big impact, we’ve received excellent consumer feedback with awareness at a high and we’re confident that the outdoor advertising campaign will build on that success and continue driving shoppers to store,” concludes Troy.
*1: Touchpoints 2019
*2: IRI Marketplace, Vol Sales, Exotic & Trad Flavours, MAT 2019 x 2017, Total Marketplace
*3: IRI Marketplace, Value Sales, MAT to 25/08/19, Total Marketplace
*5: KANTAR Home Panel, Penetration 08/1