Energy drink Rubicon Raw has announced it’s bringing value to millions of shoppers this summer with £1 pricemarked pack (PMP) cans.
The brand will also be driving awareness with ‘always-on’ social content, centring around its new Feel Real Alive campaign, which is aiming to reach approximately 8.8m consumers, it added.
The brand activity, starting this month, is set to build on the momentum of its newest launches - Cherry Burst and Zero Added Sugar Cherry Raspberry - which see purchase intent of 84% and 82%, respectively, significantly higher than its closest competitors.
Lisa McKenna, Rubicon brand director at supplier AG Barr, said: “This summer is a big moment for Rubicon Raw, as we build further on what sets us apart from the rest of the market – our big, bold flavours, real fruit juice, natural caffeine content and affordability.
“Consumers consistently score us ahead of other brands in the energy fixture in terms of being different and a more natural offering, which are both key growth drivers for us.”
Data shows that almost 40% of RAW shoppers were new to the category over the last year, which further highlights the brand’s appeal to consumers looking for something different.
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