Energise sales with Rubicon Raw PMP campaign
ENERGY drinks brand Rubicon Raw is set drive up awareness for its £1 PMP range for the summer months through its new marketing campaign.
Aiming to continue its mission of bringing “great tasting flavours to the ‘better for you’ energy drinks market”, Rubicon Raw is set to expand consumer awareness for the range through its new ‘Feel Real Alive’ campaign.
Parent firm AG Barr said the new marketing will reach approximately 8.8million consumers throughout its runtime with a focus on its core £1 PMP format of the brand.
The brand activity kicked off in June and has been focused on building momentum of the latest launches in the Rubicon Raw range – Cherry Burst and Zero Added Sugar Cherry Raspberry – which AG Barr said see a purchase intent of 84% and 82% respectively.
Furthermore, AG Barr’s retailer data found that 40% of Raw shoppers were new to the category over the last year, highlighting how the brand draws more shoppers to the energy drinks fixture in-store and can deliver additional sales across the convenience retail space.
To tap into this renewed focus on the £1 PMP format, AG Barr has urged retailers to stock up on the Rubicon Raw £1 PMP range alongside other 500ml cans in the energy drinks fixture to maximise the sales benefit from the growing ‘better for you’ energy drinks market.
Lisa McKenna, Rubicon brand director at 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.
“With 86% of consumers wanting better value in 2026, and ‘better for you’ energy becoming the fastest growing segment of the category (up 21.4%), Rubicon Raw really is perfectly placed to help retailers tap into incremental energy sales, with our bold new cherry flavours at the forefront of the fixture and an unmissable £1 PMP.”
