Rubicon RAW is celebrating its third year as the Exclusive Energy Partner of Boardmasters, with the launch of a new on-pack promotion and biggest ever support plan.
From 1st April, shoppers will have the chance to win one of 30 pairs of general admission tickets to Boardmasters Festival (7-11th August 2024).
Rubicon RAW will have huge visibility across the whole festival, including the return of the brand’s slackline challenge, sampling across all of the festival campsites, branding on the main stage and involvement in all of the surfing competitions.
The activity will be supported with an always-on digital marketing campaign reaching millions of consumers to continue building brand awareness and loyalty with new and existing energy shoppers.
Jonathan Kemp, Commercial Director at Barr Soft Drinks, said, “We’re really excited to be the Exclusive Energy Partner of Boardmasters. The event attracts a huge audience and is packed with live music from global headline acts and world-class surfers, creating an opportunity for us to build Rubicon RAW into the hearts and minds of core energy consumers.
“As part of the partnership, we’re adding excitement to the energy drinks fixture with our latest on-pack promotion. The promotion runs across our entire 500ml £1 PMP range and will appear on 1.5 million cans throughout April, May and June. We’ll also be supporting with impactful POS to create in-store theatre and drive retailer sales.”
The energy drinks market remains one of the most profitable for retailers and Rubicon RAW has quickly established itself as a must-stock brand within it. Selling more than 35 million cans since its launch in 2021,[1] Rubicon RAW is the second most successful new soft drinks launch in the past three years[2].
“Rubicon RAW brought in 700,000 consumers to the energy drink category in the past year alone[3], and we’re confident our new Boardmasters on-pack will continue to build incremental sales opportunities for retailers,” concludes Jonathan.
[1] AG Barr Sales Data, Value Sales, Feb 2021 – Sept 2023, Total UK
[2] Circana Brand Innovation, Value Sales, 52 w/c 17th April 2021 – 2023
[3] Kantar KPI 52 w/e May 2023
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