Annual report and accounts 2023 - Flipbook - Page 20
A.G. BARR p.l.c. Annual Report and Accounts 2023
Our strategy in action
Rubicon RAW
Energy, a force
of nature
Rubicon RAW Energy, launched in 2021, is enjoying its
first big sponsorship campaigns, supporting its brand
positioning as ‘A Force of Nature’ in the great outdoors.
Part of a multimillion pound marketing campaign the
brand sponsored the Boardmasters Festival in August.
The event was a huge success with 100,000 people
attending the five day surfing extravaganza. Thousands
of samples of Rubicon RAW Energy were handed
out – and sold at every bar – coupled with impactful
branding across both festival sites, making a
memorable impact with consumers and driving
awareness and trial.
The event was supported by several weeks of
brand activity running across all Rubicon RAW
Energy social channels.
Building
brands
18
The brand also teamed up with two surfing champions
and media influencers – Ellie Turner and Ben Skinner – to
create a digital content series that shows people what it
really takes to keep your cool to compete professionally.
Rubicon RAW Energy also announced a four year deal
that saw the brand become the official energy drink of
GB Snowsport.
The partnership kicked off in November and will see
athletes across different disciplines including skiers,
snowboarders and elite para snowsport athletes
display Rubicon RAW Energy logos on race suits and
competition equipment.
The wide-ranging partnership will also see
GB Snowsport and Rubicon RAW Energy
collaborate on different opportunities to bring
British world-class skiers and snowboarders
closer to fans across the country.
Connecting
with consumers
