AG Barr announces return of Rubicon ‘Big Flavour Behaviour’ campaign

AG Barr has announced that Rubicon is set to return to screens and streets this summer with the latest instalment of its ‘Big Flavour Behaviour’ campaign.

The campaign is backed by its biggest-ever investment across TV, out-of-home, digital, experiential and the sampling of more than 700,000 products nationwide. High-impact in-store and in-depot activity will reinforce the campaign.

Running throughout July, August and September, it is designed to drive shopper demand and support wholesalers and retailers during the key summer selling period.

The investment comes as Rubicon continues to drive growth in the total soft drinks market. Rubicon is now a £99 million brand, bought by more than four million shoppers, with two Rubicon drinks sold every second across the UK (Kantar).

The ‘Big Flavour Behaviour’ campaign has already proven highly effective at driving shopper engagement. Research from last year’s activity found that 82% of consumers said the advertising grabbed their attention, while 70% agreed it made them more interested in buying Rubicon.

Lisa McKenna, brand director for Rubicon at AG Barr, said: “Rubicon is helping wholesalers and retailers drive sales and profits across the entire soft drinks category through continuous investment, standout flavour innovation and a portfolio that spans multiple growth-driving segments.

“Big Flavour Behaviour celebrates everything shoppers love about Rubicon – bold, authentic flavours that stand out from the crowd. With our biggest campaign investment yet, we’re putting the brand in front of more consumers than ever before and creating even more opportunities to drive incremental sales throughout the summer.”