Rubicon is set to return to screens and streets this summer with the latest instalment of its highly successful Big Flavour Behaviour campaign, backed by its biggest-ever investment across TV, out-of-home, digital, experiential and the sampling of more than 700,000 products nationwide.
Running throughout July, August and September, the campaign is designed to drive shopper demand and support wholesalers and retailers during the key summer selling period.
The investment comes as Rubicon continues to drive growth in the total soft drinks market. Rubicon is now a £99m brand, bought by more than four million shoppers, with two Rubicon drinks sold every second across the UK[1].
The brand’s portfolio spans six soft drinks segments (Sparkling, Still, Flavoured Water, Vitamin Water, Energy and Squash), helping wholesalers and retailers unlock growth opportunities across the category while recent NPD launches – Sparkling Cherry and Tropical – are attracting new shoppers into stores.
The Big Flavour Behaviour campaign has already proven highly effective at driving shopper engagement. Research from last year’s activity found that 82% of consumers said the advertising grabbed their attention, while 70% agreed it made them more interested in buying Rubicon[2].
Lisa McKenna, Brand Director for Rubicon at AG Barr, said: “Rubicon is helping wholesalers and retailers drive sales and profits across the entire soft drinks category through continuous investment, standout flavour innovation and a portfolio that spans multiple growth-driving segments.
“Big Flavour Behaviour celebrates everything shoppers love about Rubicon – bold, authentic flavours that stand out from the crowd. With our biggest campaign investment yet, we’re putting the brand in front of more consumers than ever before and creating even more opportunities to drive incremental sales throughout the summer.”
The campaign will be supported by high impact in-store and in depot activity making Rubicon a must-stock brand this summer.
[1] Kantar 12 w/e 07.09.25 & Circana 52 w/e 13.9.25
[2] Ad Tracking Research Sep 2025
Comments are closed.