Rubicon has announced a major new campaign for the brand reinforcing 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 £4 million investment, the Release the Sunshine campaign includes a brand-new TV advert which will hit screens from 18th 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 5 times.
‘Release the Sunshine’ forms part of Rubicon’s hugely successful Made of Different Stuff masterbrand campaign and taps into consumers’ desire to discover different experiences.
Jonathan Kemp, Commercial Director at Barr Soft Drinks, says: “Release the Sunshine includes a fun new TV advert that is designed to build a deeper emotional connection with current and target Rubicon drinkers.
“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, because of course, it’s ‘Made of Different Stuff’.
“Last year, our ‘Made of Different Stuff’ OOH campaign alone drove a +25% increase in penetration in the cities it featured, highlighting an unmissable sales opportunity for retailers who stock the brand this summer.
“Rubicon is a truly incremental sales opportunity for retailers. 80% of our growth last year came from consumers adding us to their shops alongside their usual purchases[1], and we are also seeing growth from new shoppers entering the category. In fact, we brought more shoppers into the category vs any other brand in the last 12 weeks[2].
“With one Rubicon drink already sold every 30 seconds[3], our message to retailers couldn’t be clearer. Give Rubicon the space it warrants, and it will deliver.”
High impact POS and display units will support the campaign, complemented by bespoke POS for wholesalers to create in-depot theatre.
Rubicon Spring highlights:
Rubicon Spring has been the No. 1 flavoured sparkling water five years in a row[4].
It is six times bigger than its nearest branded competitor, outselling them by £24m[5].
Rubicon Spring is growing penetration 5x faster than the category itself[6].
Rubicon Spring is the drink shoppers want when the sun shines. The brand outperforms the category, seeing uplifts of 83% vs category uplifts of 63%[7].
Rubicon Sparkling highlights:
Rubicon is the fastest growing OFC, growing at 46% YoY[8]
Rubicon Sparkling adds more value to the category than its competitors[9]
Rubicon Sparkling Take Home has doubled in the last 2 years[10]
[1] Source: IRI | All Outlets | OFCs | 12 w/e 30.12.23 & Kantar 52 w/e 03.09.23
[2] xxx
[3] IRi Volume Report, 52 weeks w/c 30th September 2023
[4] IRI UK Flavoured Sparkling Water Value Sales Report, 2019-2023
[5] IRI UK Flavoured Sparkling Water Value Sales Report, 2019-2023
[6] IRI 52 w/e Value Sales to May 2023
[7] IRI 52 W/E VALUE SALES 3 FEB 2024 (2 w/e 24.06.23)
[8] IRi OFC Value Report, 4 weeks to w/c 30th September 2023
[9] Source: IRI | All Outlets | OFCs | 12 w/e 30.12.23 & Kantar 52 w/e 03.09.24
[10] IRi OFC Value Report, 2022-2023
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