AG Barr: Refresh your Ramadan

Rubicon, a soft drink brand produced by A.G. Barr, launched targeted social media content before, during and after Ramadan to increase sales among people celebrating in the UK.

Campaign details

Advertiser: AG BarrBrand: AG BarrAgency: ZEAL CreativeCountry: United Kingdom

Background

Exotic fruit juices are a must-have for consumers during Ramadan, due to a strong heritage amongst those observing the festival. But whilst Rubicon is enjoyed by 14 million Brits, expansion of own label continued to steal share, meaning A.G. Barr's iconic soft drink is no longer the only choice available.

To compound matters further, Rubicon faced unprecedented challenges heading into 2018:

  1. Retailers were reducing space for world drinks, hitting category and shelf-space hard.
  2. UK seasonal aisles were more competitive than ever,...

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