The summer-long support programme for the authentic, exotic flavoured ice cream will be spearheaded by a three-month TV advertising campaign which runs until the end of August.
The great-tasting new range comprising take home tubs and single serve ice lollies will also be backed by an outdoor advertising campaign on 6-sheets and phone kiosks during June.
A nationwide sampling campaign will run throughout the summer to drive consumer trial, reaching 250,000 consumers.
“The broad mix of marketing support will not only raise awareness for Rubicon ice cream and lollies during the peak summer sales period, it will drive shoppers to the fixture in search of a superb product range. The products taste equally as good as the drinks and offer consumers a great new way to enjoy the authentic exotic flavours of Rubicon,” says Adrian Troy, A G Barr’s Head of Marketing.
“This is a massive opportunity to generate incremental sales from the ice cream fixture. It gives retailers the chance to leverage Rubicon which commands very strong brand loyalty and is one of the UK’s fastest-growing drinks brands*,” adds Troy.
The Rubicon ice cream range includes 110ml Rubicon Mango push ups in standard and 89p price-marked packs; Passion and Lychee push ups in 89p price-marked packs; Rubicon Mango Ice Cream Swirl and Rubicon Mango Fruit Exotics in 750ml tubs (both price marked at £2.99) and a four-pack of 80ml Mango push ups.
To support the extensive consumer marketing activity, a wide range of POS is available, including counter top standees, posters, stickers and pavement stands.
* Source – Nielsen Scantrack, Value Sales Growth, MAT to 31.03.12, Total GB
A G Barr
Trade enquiries: 01204 664295