Barr’s backs Rubicon and Sun Exotic with Diwali price promotions
Monday July 28, 2014 at 10:01am
AG Barr is running a Diwali marketing campaign for its exotic juice drink brands Rubicon and Sun Exotic with special promotional packs supported by TV advertising. During Diwali in 2013, when AG Barr ran a similar promotion, when Rubicon sold over £2m of its special price-marked packs. Diwali is the Hindu ‘Festival of Lights’ and is celebrated by around 1.2 million people in the UK every year. During this year’s Diwali, Rubicon and Sun Exotic will be available in 1 litre packs price-marked at £1.29 each or two for £2. Rubicon will be supported by heavyweight advertising on ethnic TV over Diwali as well as in store POS material. The TV advert celebrates the central role that Rubicon plays amongst British Asian families and features the strapline: “Rubicon – part of family life for over 30 years.” Adrian Troy, head of marketing for AG Barr, says: “Rubicon is the UK’s No. 1 exotic juice drink brand and the number one soft drink for British Asian consumers, half of whom drink it nowadays. The large pack sizes are particularly important during the Diwali period to cater for families gathering together to celebrate.” AG Barr is the UK's leading independent manufacturer of branded soft drinks with an annual turnover of over £237m. The company produces a large range of soft drinks including IRN-BRU, Barr flavoured carbonates, Rubicon exotic juice drinks, KA, Strathmore Spring Water, Orangina (under a license agreement with The Orangina Schweppes Group) and Rockstar energy drink (under a license agreement with Rockstar Inc USA).