Soft drink brand Rubicon is on a mission to help people become confident in “their own flavour” with the launch of a new brand platform ‘Big Flavour Behaviour’.

Developed in partnership with creative agency Lucky Generals, in its first work for Rubicon since winning a suite of brands from the AG Barr portfolio earlier this year, the campaign looks to position the beverage as “an unfiltered showstopper in a can”.

The campaign will be centred around a series of four eccentric 20-second spots that showcase each of the Rubicon flavours; Orange Mango, Cherry Raspberry, Mango and Passion.

“Rubicon’s big, bold and delicious flavours and real fruit juice inclusion are what sets the drink apart from its competitors, and this has been the case from day one,” said Lisa McKenna, brand director at Rubicon.

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“But more importantly, life is just brighter when we all show who we are in confidence and colour. ‘Big Flavour Behaviour’ is more than a tagline, it’s a call to embrace what makes you stand out, and we’re proud to champion that spirit across everything we do,” she added.

The vibrant creative will also appear across high impact out-of-home, including bus wraps in Manchester, Glasgow and Birmingham, as well as across social media. Planning and buying was handled by The7stars.

Danny Hunt, creative director at Lucky Generals said: “Rubicon is a brand that has never been scared to stand out with its distinctive flavours. We wanted to celebrate that confidence in a big way with unforgettable characters who embody ‘Big Flavour Behaviour’.”