RUBICON UNVEILS NEW STILLS RANGE IN MAJOR RELAUNCH
Barr Soft Drinks is unveiling a major relaunch of its Rubicon Stills range, the UK’s No. 1 exotic juice drink brand*, in a move that will target the broadest possible range of consumers across a wide variety of occasions.
The new stills range will comprise three products – Rubicon Regular, Rubicon Deluxe and Rubicon Light & Fruity, attracting newcomers to the brand whilst meeting the needs of the brand’s loyal consumers.
“The UK’s population and tastes have changed, with what was once considered exotic becoming more mainstream,” says Adrian Troy, Marketing Director for Barr Soft Drinks. “As a result, Rubicon is an important mainstream national brand with more people buying it than ever before, as well as retaining its No.1 position with a core ethnic consumers.”
“The new Rubicon Stills range will offer the all-important choice and variety that consumers want from the nation’s favourite exotic juice brand,” he says.
Products in the Rubicon Regular range have been reformulated with the new range of delicious, exotic flavours containing at least 50% less sugar than the previous recipe, with the addition of the natural sweetener stevia. The new, lighter products will enable shoppers to continue to enjoy the range as an everyday juice for all occasions and will be sugar levy free.
The relaunch also includes the introduction of a reformulated Rubicon Light and Fruity Mango variant featuring a new, no added sugar recipe to provide a lighter, low calorie offering.
The relaunch is completed by the introduction of the new Rubicon Deluxe range, available in Mango and Guava flavours, both true to Rubicon’s sweet, rich, thick original recipe. These more indulgent Deluxe products, with a higher sugar level than regular Rubicon, are for special occasions and entertaining, as well as a high sugar drink during Ramadan.
Barr Soft Drinks will be backing the new Rubicon Stills range in 2018 with a far-reaching £5 million marketing communications programme, including outdoor advertising to introduce the new range in March, driving the brand’s sponsorship of the England cricket team through the Summer, nationwide sampling, in-store activation, on-pack promotion and social media.
“To capitalise on this opportunity, and to provide the breadth of choice that shoppers want across many different occasions, we’ll be working with retailers to highlight the sales uplift that we believe will be achieved by selling Rubicon Regular, Deluxe and Light & Fruity together,” says Troy.