Rubicon unveils ‘Made of Different Stuff’ summer campaign

Rubicon has unveiled a multi-media summertime campaign, titled ‘Made of Different Stuff’, to highlight its collection of ‘unique’ flavours.

Produced by IMA-HOME and the7stars, the new digital video-led media campaign aims to reach the ‘on-the-go’ youth audience.

The news comes as brands look to appeal to an ever-more distrusting Generation Z. Recently, Bulbshare revealed 99% of young people skip ads on a regular basis.

Taglines like “Grab life by the Mangoes” and “Why dip your toe in when you can go headfirst?” are intended to showcase the brand’s affinity with gifting drinkers with ‘new and exciting’ experiences.

The campaign will roll out via BVOD, social and digital media channels as well as a nationwide large-format traditional and digital OOH in urban hot spots across the UK.

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“Rubicon is most definitely made of different stuff and we at IMA-HOME wanted to really bring this difference to life,” IMA-HOME client services director Harriet Hughes-Payne said.

“We have created authentic digital content that resonates with the 16 – 34 audience. Adventurous young people who have a thirst to try new things.”

The 30-second campaign film sees a variety of young people enjoy the various AG BARR Rubicon branded soft drinks.

The7stars planning director Emma Ramji added: “To engage young audiences in an authentic way, our media outreach is underpinned by a contextually-led plan centred around the audience’s passion points – be it gaming, fashion or music. Our approach focuses on environments and placements where 16 to 34s are likely to be discovering new things.

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