Energy brand celebrates third year with music festival
ENERGY drink brand Rubicon Raw is celebrating its third year as the exclusive energy partner of Boardmasters Festival with a new on-pack promotion.
From 1 April, shoppers will have the chance to win one of 30 pairs of general admission tickets to the Boardmasters Festival, an annual surfing and music festival held in Cornwall.
Jonathan Kemp, commercial director at Barr Soft Drinks – the firm behind the Rubicon Raw brand, said: “We’re really excited to be the exclusive energy partner of Boardmasters.
“The event attracts a huge audience and is packed with live music from global headline acts and world-class surfers, creating an opportunity for us to build Rubicon Raw into the hearts and minds of core energy consumers.”
The promotion will run across the entire 500ml £1 PMP range of Rubicon Raw drinks with an expectation that it will appear on 1.5million cans throughout April, May and June.
Rubicon Raw is also set to have a massive presence across the festival including sampling opportunities, branding on the main music stage and involvement in all of the surfing competitions as well as the return of the brand’s slackline challenge.
Further activity for the promotion will also be seen across an always-on digital marketing campaign which Barr said will reach millions of consumers to help build up brand awareness and loyalty.
The Boardmasters Festival is set to run between 7-11 August this year with headline acts from Chase & Status, Sam Fender and Stormzy across the weekend.
Kemp said: “Rubicon Raw brought in 700,000 consumers to the energy drink category in the past year alone, and we’re confident our new Boardmasters on-pack will continue to build incremental sales opportunities for retailers.”
