AG Barr is investing £5 million in Rubicon, its fast-growing soft drinks brand which spans sparkling fruit drinks, sparkling flavoured water and still fruit drinks.
“Taste remains the number one reason for shoppers to choose a soft drink*1 and their desire to try new and different flavours is growing. In The UK exotic flavours are growing three times faster than traditional flavours,*2” says Adrian Troy, Marketing Director at Barr Soft Drinks.
“Other categories have evolved to excite shoppers with new and interesting flavours. However the soft drinks category still has a long way to go and there is a huge retailer opportunity to increase sales by widening the choice of flavours that they stock.”
The Rubicon brand is perfectly placed to help retailers add more excitement to their chillers, as it is growing at +11%*3 and has brought over 1 million new buyers into the brand in the last year*4. Rubicon is a brand with broad appeal, which performs particularly strongly with younger 16-34 year old consumers*5.
Rubicon is investing a highest ever £5 million to engage with its key audience of young soft drinks consumers throughout the UK, encouraging them to ‘MAKE THE UNBORING CHOICE’, break out of their norm and to try something that little bit more exciting. The investment is spearheaded by a brand new national TV campaign which breaks at the start of April. The TV media will be supported by a range of digital and social media, including video on demand advertising, Spotify and Snapchat, all backed by a suite of eye-catching in-store POS.
“Our £5 million heavyweight national brand investment will drive massive brand awareness which will create lots of shopper demand,” concludes Troy.
Rubicon’s Sparkling range outsells many leading traditional carbonates*6 while Rubicon Spring is growing faster than both the water and total soft drinks categories*7. By stocking Rubicon Sparkling within the mainstream carbonates fixture and Rubicon Spring next to water, retailers can increase their sales and also deliver what their everyday shoppers want.