Barr Soft Drinks is launching a new campaign for the No. 1 Exotic Juice drink brand*1, Rubicon, that will reach 78% of 16-34 year old soft drinks shoppers this summer.

‘’Made of Different Stuff’’ will launch on broadcast on demand from 16th June, highlighting the brand’s affinity with Rubicon drinkers’ desire to try new and exciting experiences.

The campaign also includes out of home, social and digital advertising, sampling and shopper marketing activity, and activations will be taking place across national depots, including bespoke display builds.

Impactful POS and display units will be available for retailers, alongside bespoke POS for wholesalers to create in-depot theatre and drive incremental soft drinks sales. Retailers and wholesalers interested in ordering POS should email with their request and store or depot details.

Rubicon is one of the fastest growing soft drinks brands, +43% in the last year*2 and selling an additional 14m units since last year*3, providing a huge opportunity to maximise summer soft drinks sales.

Adrian Troy, Marketing Director at Barr Soft Drinks, said: “We’re encouraging wholesalers and retailers to stock up on Rubicon Still, Sparkling and Spring in all pack formats and make the most of our in-depot and in-store activation tools to boost category sales throughout the crucial summer period.

“Our new “Made of Different Stuff” campaign is designed to remind our core demographic of 16-34 year old soft drinks shoppers that Rubicon is the brand for them. Brand awareness will be at an all time high and we’ll be driving new and existing shoppers to fixture with a programme of impactful advertising, supported by eye-catching POS.”

*1: IRI Total Market 52 w/e 29.11.20 Exotic flavour fruit drinks

*2: IRI Total Market 52 w/e 19.3.22 Value Sales Total Rubicon (Stills, Sparkling, Spring, RAW)

*3: IRi All Outlets 52 w/e 14.05.22

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