Rubicon 'shifts away' from linear to target young people in summer campaign

Rubicon, the exotic soft drinks brand, has shifted its media budget away from linear and into online video and out-of-home to target young people “more effectively”.

The nationwide “Made of Different Stuff” summer campaign targets 16- 34s across broadcaster-video-on demand (BVOD), online video, social video and large-format traditional and digital out-of-home.

Emma Ramji, planner at Rubicon’s media agency the7stars, told The Media Leader the campaign has a fixed budget for the summer months and it was “a contextually-led plan” centred around audience’s passion points like fashion, gaming and music.

Ramji also noted the campaign strategy positioned Rubicon in and around content and programming like Love Island, which indexes highly against this demographic, to drive impactful reach. The approach also focusses on media environments and placements where 16- 34s were more likely to be discovering new things, like music on Spotify.

One-liners across large-format traditional and digital screens in urban hotspots in key cities across the UK encourage young audiences to “Grab life by the Mangoes” and ask, “Why dip your toe in when you can go headfirst?” (pictured, above)

There is also a special-build billboard (pictured, below and main image) made entirely from Rubicon’s brightly coloured recyclable cans on a 96-sheet in London’s Westminster Bridge Road which is due to run for three weeks until 21 August.

The installation was coordinated by the7stars and specialist out-of-home agency Kinetic.

Prompted awareness will be tracked amongst the target audience to measure the campaign’s success.

Rubicon’s exotic fruit soft drinks are produced by AG Barr, whose media account the7stars won in January this year, with the brief to grow UK-wide young audiences for its brands including IRN-BRU.