Rubicon: Crossing the Rubicon

This multicultural marketing campaign took Rubicon, an ethnic soft drinks brand (traditionally targeting Asians and Black Caribbeans living in the UK), to a new mainstream audience.

Rubicon: Crossing the Rubicon

Principal Authors: Debbie Spence and Tim Clyde, The MinimartContributing 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...

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