Rubicon, the UK’s fastest growing major juice drink brand*, is bringing a touch of the exotic to our screens in June with a TV advertisement to support the launch of its new Watermelon Exotic Juice Drink. The new advert forms part of a £4.5 million brand support package for Rubicon in 2009, which will also include a heavyweight sampling campaign, PR and trade promotions.
Barbara Down, Rubicon Head of Marketing, says: “With the launch of new Rubicon Watermelon we’re building on the success of our classic exotic juice range, which has recently seen Lychee grow a massive +220% YoY*. The new addition means health conscious consumers can enjoy the refreshing taste of watermelon all year round and will add incremental value to the juice drink category by attracting new users to the brand, as well as offering a great sales opportunity for retailers.”
“We have undertaken extensive independent research to ensure our new product is meeting consumer needs and with almost three quarters of those who trialled Rubicon Watermelon saying that they would buy it, we can see huge potential for this popular fruit in a juice drink format.**”
The TV execution communicates the convenience and taste credentials of new watermelon in an entertaining and fun way. It shows a woman enjoying drinking Rubicon Watermelon on her balcony, whilst observing the trials and tribulations of villagers transporting enormous and heavy watermelons below her. With the new TV campaign, national sampling and PR highlighting its exemplary health benefits, Rubicon Watermelon Juice Drink will be at the forefront of consumers’ minds throughout the summer.
Rubicon Watermelon is available in a convenient single serve 288ml pack (RRP 55p) and a 1 litre sharing carton (RRP £1.29) with a vibrant, juicy packaging design and strong Rubicon branding.
New Rubicon Watermelon Juice Drink will join the existing popular range of single juice drinks, including: Pomegranate, Mango, Papaya, Lychee and Guanabana, Passionfruit and Guava.
