Soft drinks innovator AG Barr is reinventing water with new Rubicon Spring, a range of products which are healthy like water, but big on taste!
Backed by a £2 million through-the-line marketing campaign including TV advertising, the Rubicon Spring range combines sparkling spring water with fruit juice and has 15 calories or less per bottle.
Each of the four full-on flavoured variants – Strawberry Kiwi, Lemon Lime, Orange Mango and Black Cherry Raspberry – has no added sugar, contains vitamins and green tea extract and is made with natural flavours and colours.
“We undertook our biggest ever research programme to fully understand the key drivers behind changing attitudes towards health,” says Adrian Troy, AG Barr’s Head of Marketing.
“The research highlighted an 18% growth in the number of carbonates shoppers who are also buying water and a 19% rise in the number who only buy water*1. Many of these consumers are primarily looking to reduce their sugar and calorie intake.
“What makes Rubicon Spring so exciting is that it appeals to consumers across different categories. For those wanting a healthier alternative to a fizzy drink or fruit drink, it has all of the low calorie and healthier benefits of spring water. And for those coming from water or flavoured water where taste can often be bland and disappointing, it has a big hit of Rubicon flavour.”
Shoppers confirm that when they are looking for something healthier, they look at the water fixture in the chiller. Therefore AG Barr recommends that Rubicon Spring is stocked in the chiller cabinet, positioned between carbonates and water.
Rubicon Spring has performed exceptionally well in consumer research with 74% of all consumers saying they would buy it.*2 In addition to the national TV campaign, the £2 million media investment comprises social media, weather activated outdoor adverts and a wide-ranging social media campaign, all backed by a suite of eye-catching in-store POS.
Troy concludes: “Our consumer research has helped us to create a new range of drinks that really deliver against what shoppers want – full-on flavour, hydration and 15 calories or less per bottle.
Supported with heavyweight national advertising and underpinned with the credibility of the Rubicon brand, this represents an unmissable sales opportunity for retailers.
It’s water… reinvented!”
*1: Kantar Worldpanel, Jan 14 v Jan 16
*2: Toluna, Online Research, March 2016
Trade enquiries: 01204 664295
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