Rubicon, the brand known for its legacy of bold and unique flavours, is building on its proven track record of delivering successful innovation with the launch of two new products, including its first sparkling flavour launch for over 30 years.
The new Rubicon Raspberry & Pineapple Sparkling and Rubicon Spring Pineapple Passion provide refreshing taste experiences with a fruity twist by tapping into the trending fruit flavours that shoppers are increasingly looking for.
Adrian Troy, Marketing Director at A.G. Barr, says: “Taste remains the number one motivation for shoppers to choose a soft drink, and traditional flavours alone aren’t meeting all consumer needs anymore, new flavour combinations are driving the growth.
“We’re confident that our two new tropical Rubicon products will provide incremental sales opportunities for retailers, particularly as we head into the peak summer sales period where Rubicon sales more than double*1.”
Rubicon Raspberry & Pineapple Sparkling, the first soft drink in the UK to combine raspberry and pineapple, performed exceptionally well in research. The sensational new mash up with an on-trend fruity twist, was identified as ‘’distinctively fruity’’ by 80% of taste testers*2.
The new Rubicon Spring Pineapple Passion from the UK’s number one flavoured sparkling water brand*3, has been created to engage shoppers at the water fixture in store with a new flavour choice. Shoppers have been increasingly switching into flavoured sparkling water from plain water since the start of the pandemic, presenting an opportunity for retailers to use flavour innovation to adjust their offering and meet consumer needs.
Rubicon Spring brought 370,000 new shoppers into the water category last year alone*4, and with Flavoured Sparkling Water delivering 50% more value through retailers’ tills*5 and Rubicon Spring growing ahead of Total Market and its competitive brands, at +13% and +47%*6 respectively, this new product is a must-stock for retailers.
“Shoppers are looking for a wider range of flavours in the Soft Drinks category, our two new Rubicon products meet that need perfectly. Both have high concept appeal with our core target audience of 16-34 year olds, providing retailers with a huge opportunity to engage shoppers with interesting flavours that create excitement and boost their soft drinks sales,” concludes Adrian.
The launches will be supported by a wide-ranging communications investment strategy as part of the brand’s hugely successful ‘MAKE THE UNBORING CHOICE’ campaign that launched in 2020.
Designed to engage younger shoppers, the campaign invites shoppers to break out of the norm and try something that little bit more exciting.
Rubicon Spring will benefit from a highly targeted sampling campaign over the summer months alongside a national digital campaign, whilst Rubicon Sparkling will benefit from a national OOH and digital campaign. Combined with social media and shopper marketing activity for both, the brand will reach millions of core Rubicon consumers whilst also tactically bringing new consumers into the category.
Sources:
*1: IRI Marketplace, Value Sales, 2020, GB Convenience (Summer months versus rest of the year)
*2 JVA September 2020
*3 IRI Marketplace, Value Sales, MAT to 27.12.20, Total Coverage
* 4 Kantar 52wk to 27.12.20
*5 Source IRI 52 w/e 14.1.21 price per litre Flavoured Sparkling Water vs Unflavoured Still Water
*6 IRI marketplace L26wk
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