A.G. Barr is bringing back its No Added Boring campaign for Rubicon as part of a £4 million investment in the brand. The campaign will reach 87% of 16-34 years olds seven times.
Growing at 7.9%*1 annually, the UK’s No. 1 Flavoured Sparkling Water brand, Rubicon Spring*2, Rubicon has performed phenomenally well in the latest quarter, growing at 33.9%*1.
Adrian Troy, Marketing Director at A.G. Barr says: “It’s been a positive year for Rubicon. This campaign will build on our growth by continuing to build awareness of Rubicon with soft drink shoppers.
“The campaign invites shoppers to step away from the mundane and try something a lot more interesting. We’ve looked at all the major touchpoints for our target consumer of 16–35-year-olds, and created a campaign designed to reach them in as many places as possible on their path to purchase.
“The TV ad will run for six weeks, starting in the peak summer month of August, on national screens, video on demand, Spotify and social platforms with spots in the breaks of the top performing programmes and sports of the summer. The No Added Boring ad worked really well for Rubicon last year with 70% of non-drinkers feeling more positive about Rubicon after seeing it in 2020*3, so we’re confident that this year will perform even better.
“This year we’re also launching a targeted OOH campaign, that will be personalised based on location and weather, to really tap into meeting consumer needs for an exciting refreshing drink when they need it most.
“We’ve challenged ourselves to create the most unboring outdoor ads of any soft drink. Targeting areas of urban local discovery, think local high streets where we’ve all been spending our time of late rather than city centres.”
The activity will also include five-weeks of national sampling and the brand’s biggest ever social campaign.
“The No Added Boring social campaign will run on every single major platform and will make sure we’re in front of the right consumers with the right content at the right time – in the most unboring way of course,” adds Adrian.
Summer is key to the entire soft drinks market. From June to August – the crucial period for soft drinks sales – shoppers purchase 15% more soft drinks than any other time of the year, with water, flavoured sparkling water and other flavoured carbonates seeing the most benefit*4.
“By stocking brands that will be driving shoppers to fixture during these key summer months, our partners have a real opportunity to grow their soft drinks sales,” concludes Adrian.
A.G. Barr has launched a range of vibrant, ‘unboring’ point of sale material to create in-store/in-depot theatre and drive incremental sales during the summer period.
*1 Kantar | Total Market |Rubicon Spring | 52 weeks to 13.06.21
*2 IRI Marketplace | Flavoured Sparkling Water | Value Sales | 52 weeks 12.06.21
*3 Join The Dots – Post Campaign Research September 2020
*4: IRI Marketplace, Value Sales, 2020, GB Convenience (Summer months versus rest of the year)