AG Barr is hoping shoppers will go nuts for the newest addition to the Rubicon brand.
The company has launched Rubicon Coconut Water in 1l take-home and 330ml impulse cartons in both plain and price-marked packs at £1.79 and 99p, respectively.
- 10 million mainstream consumers now drink Rubicon
- Irn-Bru has grown by 75% in the north of England in the last five years
The launch is being supported by a £2m investment throughout the summer, including an outdoor media campaign and consumer sampling.
Adrian Troy, AG Barr head of marketing, said the launch would open up the coconut water market to all shoppers as it has a more accessible price point than competitors. “The UK’s coconut water market has grown fivefold in the last 12 months,” he added. “However, it is still very small as many consumers are priced out of the market at present.”
AG Barr is also launching three TV ads for Irn-Bru throughout May and June in the north of England. The popular series of ‘Gets you through’ TV ads, which is the most successful TV campaign in Irn-Bru’s history, forms part of a £5m investment in the brand this year.