AG Barr is reinventing water with its new range of low sugar drinks called Rubicon Spring.
Backed by a £2 million through-the-line marketing campaign, including TV advertising, the Rubicon Spring range combines sparkling spring water with fruit juice and has 15 calories or less per bottle (rrp £1.19 per 500ml).
Each of the four flavours – Strawberry Kiwi, Lemon Lime, Orange Mango and Black Cherry Raspberry – has no added sugar, contains vitamins, green tea extract and is made with natural flavours and colours.
Adrian Troy, AG Barr’s head of marketing, said: “Our research highlighted an 18% growth in the number of carbonates shoppers who are also buying water and a 19% rise in the number who only buy water (Kantar Worldpanel). Many of these consumers are primarily looking to reduce their sugar and calorie intake.
“What makes Rubicon Spring so exciting is that it appeals to consumers across different categories. For those wanting a healthier alternative to a fizzy drink or fruit drink, it has all of the low calorie and healthier benefits of spring water. And for those coming from water or flavoured water where taste can often be bland and disappointing, it has a big hit of Rubicon flavour.”
In addition to the national TV campaign, the £2 million media investment comprises social media, weather activated outdoor adverts and a wide-ranging social media campaign, all backed by a suite of eye-catching in-store POS.