Rubicon 2024 summer campaign

Rubicon has launched a major new campaign to help make it ‘the brand of summer’.

Part of Rubicon’s annual £4m investment, the Release the Sunshine campaign includes a brand-new TV advert which will hit screens from 18 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.

‘Release the Sunshine’ forms part of Rubicon’s Made of Different Stuff masterbrand campaign and taps into consumers’ desire to discover different experiences.

High impact POS and display units will support the campaign, complemented by bespoke POS for wholesalers to create in-depot theatre.

Commercial director at Barr Soft Drinks Jonathan Kemp 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’.

“Last year, our ‘Made of Different Stuff’ OOH campaign alone drove a +25% increase in penetration in the cities it featured, highlighting an unmissable sales opportunity for retailers who stock the brand this summer.”