RUBICON TO BOWL OVER RETAILERS WITH SUMMER-LONG CRICKET CAMPAIGN
Barr Soft Drinks is reinforcing Rubicon’s status as the official soft drinks partner of the England Cricket Team with a summer-long campaign that’s set to broaden the appeal of the UK’s No.1 exotic juice brand.*1 Rubicon’s £2 million ‘Catch the Taste of Summer’ campaign will engage fans with a raft of marketing activity in its biggest ever cricket partnership, with the potential to reach 14 million consumers.
“Rubicon will capitalise on the fact that 2019 will be a massive year for English cricket, with England playing top international opposition this summer, including Pakistan, before meeting Australia in one of sport’s greatest, most competitive fixtures, a televised five-test Ashes series in August and September,” says Adrian Troy, Marketing Director at Barr Soft Drinks.
Throughout June and July, consumers will have the chance to win Ashes tickets on a daily basis in the Rubicon ‘Smash a Wicket, Win Ashes Tickets’ on-pack promotion.
Rubicon will also partner with one of the biggest entertainment brands in the UK – Joe.co.uk – to introduce ‘The Cricket Show together with Rubicon’ weekly to its millions of fans online and on social media.
A national digital campaign will be spearheaded by the popular Rubicon Urban Crictionary which will continue to engage shoppers by explaining some of the bizarre terminology associated with cricket and this will be supported by advertising at national cricket venues and top player appearances throughout the season.
“Rubicon is ideally-placed to engage the nation’s 10 million cricket fans and the general public with a summer campaign that will bring energy, excitement and a touch of exotic exuberance to cricket this summer.
“We’ve developed a range of assets and activities that will engage shoppers both in and out of store, enabling retailers to really capitalise on the opportunity to grow Rubicon sales in the coming months,” says Troy.
Bar Soft Drinks recommend that retailers merchandise Rubicon in a ‘Connecting Cultures’ section within their chillers. This vibrant section taps into the growing demand for interesting and different flavours from around the world, engaging with a broad range of shoppers.
*1: IRI Marketplace, Value Sales, Single Flavour Exotic Drinks, MAT to 24/02/19, Total Marketplace