AG Barr flagged Rubicon as a contributor to sales growth in its most recent set of results

AG Barr flagged Rubicon as a contributor to sales growth in its most recent set of results

AG Barr has announced a multi-million pound campaign for its Rubicon Spring brand in the UK market. 

The flavoured sparkling water, which launched last year, will see a GBP5m (US$6.2m) push in the UK market. The campaign includes TV advertising, social media and sampling.  

Rubicon Spring comprises four variants - Strawberry Kiwi, Lemon Lime, Orange Mango and Black Cherry Raspberry. The 50cl bottles contain 15 calories or fewer. 

"Our GBP5m 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," said Adrian Troy, AG Barr's marketing director.

In its full-year results, released last month, AG Barr said Irn-Bru and Rubicon sales were up 3% and 5% respectively in the 52 weeks to 28 January despite a sluggish overall market. AG Barr's group underlying sales, which account for a 53-week trading period in fiscal 2015/16, were up about 2%, in line with a trading update released in February.

Expert analysis

Battle of the Generations - The fight for iGen, Millennial, Gen X and Baby Boomer consumers

Battle of the Generations - The fight for iGen, Millennial, Gen X and Baby Boomer consumers

Different consumer age groups now have very different expectations and relationships with brands. Understanding what those are, and developing ways to influence them, is becoming increasingly crucial ...read more