Soft drinks maker AG Barr is preparing to launch a low-sugar range of juice, Rubicon Light & Fruity.
Set to roll out in September, the new line-up promises ‘exotic Rubicon taste but with half the sugar’. It will be available in three variants: Mango; Mango & Coconut; and Mango, Lime & Mint (rsp: £1.57/one litre).
“Innovation, choice and health are the three key drivers for purchase within ambient juices, with products delivering on health and taste driving the majority of category growth,” said Adrian Troy, AG Barr head of marketing. “With 40% of shoppers actively looking to reduce their sugar intake and 75% looking for more exotic flavours, Rubicon Light & Fruity can deliver incremental sales for retailers.”
The supplier has also launched a £2m campaign for Rubicon Spring, the range of flavoured water unveiled in May.
The animated commercial, Fruity Fling, is scheduled to run on TV until 28 August. With the strapline ‘Water’s had a fruity fling’, it features ‘Mrs Spring Water’ making her husband jealous at a beach resort swimming pool by flirting with ‘sexy’ fruit men. He realises their children, bottles of Rubicon Spring, are the result of her dalliances.
The ad – which is also showing on VOD, social platforms and OOH sites across London – communicates the product’s “core proposition in an engaging and humorous way”, said Sean Dowie, Rubicon’s brand group manager.
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