Soft drinks brands are gearing up for summer, with Ribena, Rubicon Spring, Rio and Aqua Pura announcing marketing and branding activity.
A “vibrant” new look for Ribena’s 500ml bottle format is set to land in shelf on 17 April, supported by a £4m spend across TV, outdoor and social media.
Meanwhile, AG Barr has invested £5m in Rubicon Spring, its low-calorie range of sparkling flavoured water. Making its debut next month, it will see the return of last summer’s animated TV ad in which a moustachioed bottle of spring water realises his wife has cheated on him with musclebound pieces of fruit. Set to air nationwide during primetime, the clip has been edited to ramp up the low-cal messaging.
Rio from Hall & Woodhouse has unveiled a redesign across its portfolio of sparkling drinks, taking inspiration from Brazilian street art. The revamp comes ahead of a single-serve PET bottle format, and “heavyweight” social media activity later this year.
Finally, Princes Group is to relaunch Aqua Pura in May with a design celebrating the brand’s provenance through featuring imagery of the Cumbrian landscape from where the water is sourced. A ‘Pure British’ emblem has been added. New formats include a 750ml bottle with a sports cap.
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