Rubicon launches £4m summer campaign

By Johanna Thomson in Soft Drinks 9th April 2024

Rubicon has announced a major new campaign with the aim of reinforcing its position as ‘the brand of summer’ and designed to drive shoppers to soft drinks’ chillers and fixtures.

As part of Rubicon’s annual £4m investment, the Release the Sunshine campaign includes a brand-new TV advert which will hit screens from 18th April across channels including Netflix and Disney+. The advert will be supported by outdoor media in major cities across the UK, as well as digital and social media campaigns reaching 14 million consumers more than five times.

Jonathan Kemp, commercial director at Barr Soft Drinks, says: “Release the Sunshine includes a fun new TV advert that is designed to build a deeper emotional connection with current and target Rubicon drinkers.

“It gives new consumers a reason to try and existing drinkers a reason to buy by highlighting the small moments of sunshine Rubicon can create to brighten everyday life. The ad will show how just one sip of Rubicon can spark a moment of inhibited, uncontainable sunshine joy, because of course, it’s ‘Made of Different Stuff’.”