Rubicon RAW backed with Boardmasters Festival on-pack promotion

Rubicon RAW is celebrating its third year as the Exclusive Energy Partner of Boardmasters Festival with a new on-pack promotion.

From 1 April, shoppers will have the chance to win one of 30 pairs of general admission tickets to Boardmasters Festival (7-11 August 2024). The promotion will run on the entire 500ml £1 PMP range and will appear on 1.5 million cans throughout April, May and June.

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. We’ll also be supporting with impactful PoS to create in-store theatre and drive retailer sales.”

Selling more than 35 million cans since its launch in 2021, Rubicon RAW is the second most successful new soft drinks launch in the past three years (Circana).

“Rubicon RAW brought in 700,000 consumers to the energy drink category in the past year alone (Kantar), and we’re confident our new Boardmasters on-pack will continue to build incremental sales opportunities for retailers,” concludes Kemp.

Published Date: March 25, 2024
Category: Product & Promotions News