AG Barr is investing £5m in Rubicon Spring, the range of products which combine sparkling spring water with fruit juice with 15 calories or less per bottle.
“Branded flavoured sparkling water is currently one of the strongest performing areas within the soft drinks market, growing at +144%,” said Adrian Troy, AG Barr’s marketing director. “Rubicon Spring has delivered nearly one third of this growth, with sales of over £10m since it was launched in July 2016.”
The £5m brand investment, which will engage soft drinks consumers throughout the UK, will be spearheaded by a national TV campaign which breaks in May and sees the return of the fruity characters which drove trial in 2016.
The TV adverts will be supported by digital animated outdoor posters, social media and sampling, all backed by a suite of eye-catching in-store POS.
Troy concluded: “Rubicon Spring really delivers against what shoppers want – big flavour, all the credentials of water and 15 calories or less per bottle.
“Our £5m heavyweight national brand investment will be seen by over 33 million consumers across the UK, driving brand awareness which will create lots of shopper demand and drive incremental retailer sales.”