Rubicon: Crossing the Rubicon

Principal Authors: Debbie Spence and Tim Clyde, The Minimart
Contributing Authors: Ben Anderson, A.G. Barr; Lorraine Jones, PHD North

How do you take an ethnic drinks brand to a new mainstream audience without alienating core consumers who view the brand as their own?

Introduction

In this paper, we demonstrate how a strategy and campaign helped Rubicon to successfully expand the brand from its ethnic homeland into the mainstream market. We show how this approach increased distribution, helped the brand achieve its highest ever sales and ensured a solid strategic footing for long term business growth.

Specifically, we outline how this activity helped:-

  • the brand achieve year on year growth of 68% within a total soft drinks market growing at only 7%1