AG Barr is investing £5 million in Rubicon Spring, the drink which combines sparkling spring water with fruit juice with 15 calories or less per bottle.
The £5 million heavyweight brand investment will engage soft drinks consumers throughout the UK, spearheaded by a national TV campaign which breaks in May and sees the return of the popular fruity characters which drove trial in 2016. The TV adverts will be supported by digital animated outdoor posters, social media and sampling, all backed by a suite of eye-catching in-store POS.
Adrian Troy, AG Barr’s marketing director, said: “Branded flavoured sparkling water is currently one of the strongest performing areas within the soft drinks market, growing at +144%.
“Rubicon Spring has delivered nearly 1/3 of this growth (IRI Marketplace, Value Sales, Qtr ending 29/01/17, Total GB Coverage), with sales of over £10 million since it was launched in July 2016.(Estimated Retail Value based on AG Barr Sales Data)”