Rubicon campaign will ‘Release The Sunshine’ this summer

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, its new “Release the Sunshine” campaign includes a brand-new TV advert which will hit screens from 18 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 five 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.

“Release the Sunshine includes a fun new TV advert that is designed to build a deeper emotional connection with current and target Rubicon drinkers,” said Jonathan Kemp, Commercial Director at Barr Soft Drinks.

“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 per cent 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 per cent of our growth last year came from consumers adding us to their shops alongside their usual purchases, 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.

“With one Rubicon drink already sold every 30 seconds, 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.