Rubicon Is ‘Made of Different Stuff’ with Summer Campaign from the7stars

Rubicon, the soft drink produced by AG Barr, is launching a multi-media summertime campaign highlighting its unique flavours. ‘Made of Different Stuff’ is running across BVOD, online video, social and OOH, and highlights the brand’s affinity with Rubicon drinkers’ desire to try new and exciting experiences. 

‘Made of Different Stuff’ is Rubicon’s first major campaign since appointing IMA-HOME and the7stars to handle their creative and media accounts respectively. As well as the new strapline, the video led campaign includes several humorous one-liners encouraging young audiences to 'Grab life by the Mangoes' and asks, 'Why dip your toe in when you can go headfirst?'

Harriet Hughes-Payne, client services director at IMA-HOME said: “Rubicon is most definitely made of different stuff and we at IMA-HOME wanted to really bring this difference to life. We have created authentic digital content that resonates with the 16 - 34 audience. Adventurous young people who have a thirst to try new things. Collaborating with the7stars has really elevated the campaign, and we can’t wait to continue this growth journey with Rubicon.” 

The new digital video-led media approach, planned by the7stars, aims to reach this on-the-go youth audience through BVOD, social and digital media as well as a nationwide large-format traditional and digital OOH in urban hot spots which rolls out next month targeting key cities across the UK.

Emma Ramji, planning director, at the7stars added: “To engage young audiences in an authentic way, our media outreach is underpinned by a contextually-led plan centred around the audience’s passion points – be it gaming, fashion or music. Our approach focuses on environments and placements where 16 to 34s are likely to be discovering new things. We’ve loved working on this campaign and are really excited to help take the brand to the next level.’

Adrian Troy, marketing director, at AG BARR said: “Rubicon is a brand which is performing brilliantly right now. Our new ‘made of Different Stuff’ campaign is high energy, fun and positive. I am sure that it will continue our momentum, growing the brand’s awareness with 16-34 year olds and building their connection with it as like-minded spirits.”