The campaign will launch on on-demand services from 16 June, as well as out-of-home, digital and social media advertising.
Retailers will also have access to bespoke PoS and display units, and there will also be bespoke displays available to wholesalers to create theatre in national depots.
Barr estimates the campaign will reach 78% of 16-34 year olds, its target market. In the last year, Rubicon has grown by 43%, selling an additional 14 million units.
Adrian Troy, marketing director at Barr, said: “We’re encouraging wholesalers and retailers to stock up on Rubicon Still, Sparkling and Spring in all pack formats and make the most of our in-depot and in-store activation tools to boost category sales throughout the crucial summer period.
“Our new ‘Made of Different Stuff’ campaign is designed to remind our core demographic of 16-34 year old soft drinks shoppers that Rubicon is the brand for them. Brand awareness will be at an all-time high and we’ll be driving new and existing shoppers to fixture with a programme of impactful advertising, supported by eye-catching PoS.”
Read more product news