Rubicon returns to TV with £4m investment

The TV advert will run for six weeks across advertising screens, video-on-demand channels, Spotify and social media platforms, supported by a five-week sampling campaign.

A.G. Barr has also launched a range of branded POS tools for stores and depots.

Adrian Troy, marketing director at A.G. Barr, said: “We have looked at all the major touchpoints for our target consumer of 16- to 35-year-olds, and created a campaign designed to reach them in as many places as possible on their path to purchase.

“The ‘No Added Boring’ ad worked really well for Rubicon last year with 70% of non-drinkers feeling more positive about Rubicon after seeing it in 2020.

“This year we are also launching a targeted out-of-home campaign, that will be personalised based on location and weather, to really tap into meeting consumer needs for an exciting refreshing drink when they need it most.

He adds that from June to August – the crucial period for soft drinks sales – shoppers purchase 15% more soft drinks than any other time of the year, with water, flavoured sparkling water and other flavoured carbonates seeing the most benefit.