RUBICON
t a time when almost twice as many shoppers search for ‘exotic’ vs. the monthly average*1, Rubicon, worth £74m and growing at +18% YoY*2, is enabling stockists to generate incremental sales in the coming months and capitalise on soft drink trends. Adrian Troy, Marketing Director at Barr Soft Drinks, said: “2023
Stock ‘bold over the same old’ this summer A
Rubicon, one of the growth stars of the soft drinks market, is encouraging vending operators to ‘Choose Bold Over the Same Old’ when it comes to stocking soft drinks this summer.
£4M RUBICON INVESTMENT Vendors should also anticipate a sales boost across the Rubicon range, thanks to a £4 million brand investment, including a high impact campaign reinforcing its position as ‘the brand of summer’. Running from the end of May through to the end of August,
really is the year of flavours. This is a mega trend across all sorts of categories within FMCG and beyond. In soft drinks, shoppers are seeking exciting and more imaginative flavour choices alongside value – attributes synonymous with Rubicon. Finalist in the Best Beverage Brand category at The Vendies earlier this month, Rubicon continues to go from strength to strength across its portfolio.
Rubicon’s ‘Made of Different Stuff’ messaging will reach over 93% of 16 to 34-year-old shoppers at least seven times. This latest campaign will include experiential activations at festivals, unmissable larger format OOH media and TV - including during the ad breaks of Love Island. “Last year, our ‘Made of Different Stuff’ campaign drove an
increase in shoppers of +21% across Rubicon*3, highlighting an unmissable sales opportunity for those who stock the brand this summer,” adds Adrian.
STOCK BOLD OVER THE SAME OLD “This summer our message couldn’t be clearer. Give the Rubicon range the space it warrants, and it will deliver for you. There is something there for every shopper, so maintaining choice and broad availability is key from May to September especially,” concludes Adrian. By stocking Rubicon products, vendors will provide their customers with brands that really deliver on taste and value, but also provide the choice and innovation that shoppers have come to expect across the soft drinks category.
Source: *1: Kantar World Panel - 52 wks 24.12.22 *2: Kantar WPO Total Market, MAT to 25.03.23 *3: Kantar World Panel - 12 wks 02.10.22 (excl. Rubicon RAW)
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