Soft drink brand Rubicon is ‘releasing the sunshine’ as spring begins to bloom with a new integrated campaign that communicates the carefree joy that sipping on the fruity beverage can bring.
Devised by creative agency IMA-HOME for the AG Barr-owned brand, the campaign will be centred around a vibrant 30-second TV spot that seems a young man’s world turned upside-down (for the better) as he enjoys a fresh Rubicon.
With media planning and buying handled by the7Stars, the creative will run through to 13 June across TV, video-on-demand, social media via YouTube, TikTok, Snap and Meta as well as out-of-home.
“IMA-HOME has come up with a big creative idea that truly lands the feeling of what it’s like to drink Rubicon, capturing the sunshine that the drinks are made of. The campaign will drive salience, encourage curiosity and connect us to the huge growth potential we see for the brand,” AG Barr marketing director, Lucy Henderson said.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The film marks a continuation of the brand’s “Made of Different Stuff” creative platform first unveiled in summer 2022, with Rubicon looking to revamp its image by targeting Gen Z.
IMA-HOME managing director, Alex Uprichard added: “This is our third year evolving Rubicon’s creative and we’re delighted to deliver another vibrant, multi-channel campaign.
“This new work taps into Rubicon’s product truth – it is “Made of Different Stuff” – to show the sunshine within the drink. We can’t wait to see its impact in the real world.”
