Drinks brand Rubicon is set to launch a major marketing campaign this summer titled Big Flavour Behaviour, which is designed to drive shopper demand during the warmer months.

Running from July to September, the new campaign will be backed by high-impact in-store and in-depot activity which places Rubicon as an essential brand over the summer.

The business is making its biggest investment across television, out-of-home, digital, and experiential channels and sampling over 700,000 products nationwide.

This builds on the successful launch of the Big Flavour Behaviour campaign last year, with 82 per cent of customers saying the advertisements grabbed their attention. Some 70 per cent agreed that it made them more interested in buying Rubicon, according to Ad Tracking Research.

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Lisa McKenna, brand director for Rubicon at AG Barr, said: “Rubicon is helping wholesalers and retailers drive sales and profits across the entire soft drinks category through continuous investment, standout flavour innovation and a portfolio that spans multiple growth-driving segments.

“Big Flavour Behaviour celebrates everything shoppers love about Rubicon – bold, authentic flavours that stand out from the crowd.

”With our biggest campaign investment yet, we’re putting the brand in front of more consumers than ever before and creating even more opportunities to drive incremental sales throughout the summer.”

The brand’s portfolio operates across six soft drink segments, including sparkling, still, flavoured water, vitamin water, energy and squash.