Rubicon encourages exciting choices with £5m investment

The campaign will be supported by digital and social media that will “help the brand reach over 3.9m consumers” and is designed to “engage younger shoppers”.

Rubicon said the campaign “invites shoppers to break out of the norm and try something that little bit more exciting”.

The campaign was first launched in April this year with a TV advert and digital and social media support, which helped the brand reach more than 89% of 18- to 34-year olds.

Adrian Troy, marketing director at brand owner A.G. Barr, said: “Taste remains the number one reason for shoppers to choose a soft drink and traditional flavours aren’t meeting consumer needs anymore. It is tropical flavours driving growth in flavoured carbs, growing three times faster than traditional flavours.

“Rubicon with its five tropical flavours across sparkling, still and flavoured water, recruits younger consumers faster than any other soft drinks brand, making it a must stock for retailers. Growing at 11% and bringing one million new shoppers into the category every year, it provides retailers with a huge opportunity to engage shoppers with interesting flavours and boost their soft drinks sales.

“’make the Unboring Choice’ has already had a big impact, we’ve received excellent consumer feedback with awareness at a high and we’re confident that the outdoor advertising campaign will build on that success and continue driving shoppers to store.”