Barr Soft Drinks is highlighting Rubicon’s status as the official soft drinks partner of the England Cricket Team with a summer-long campaign.

The exotic juice brand’s £2m ‘Catch the Taste of Summer’ campaign will engage fans with a raft of marketing activity in its biggest ever cricket partnership, with the potential to reach 14 million consumers.

“Rubicon will capitalise on the fact that 2019 will be a massive year for English cricket, with England playing top international opposition this summer, including Pakistan, before meeting Australia in one of sport’s greatest, most competitive fixtures, a televised five-test Ashes series in August and September,” said Adrian Troy, marketing director at Barr Soft Drinks.

Throughout June and July, consumers will have the chance to win Ashes tickets on a daily basis in the Rubicon ‘Smash a Wicket, Win Ashes Tickets’ on-pack promotion.

Rubicon will also partner entertainment brand to introduce ‘The Cricket Show together with Rubicon’ weekly to fans online and on social media.

A national digital campaign will be spearheaded by the Rubicon Urban Crictionary, which will continue to engage shoppers by explaining some of the arcane terminology associated with cricket and this will be supported by advertising at national cricket venues and top player appearances throughout the season.

Troy commented: “Rubicon is ideally-placed to engage the nation’s 10 million cricket fans and the general public with a summer campaign that will bring energy, excitement and a touch of exotic exuberance to cricket this summer.

“We’ve developed a range of assets and activities that will engage shoppers both in and out of store, enabling retailers to really capitalise on the opportunity to grow Rubicon sales in the coming months.”