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...