Rubicon : Made of different stuff

Context

Rubicon asked us to provide integrated fizz across always on social content, campaign moments, influencer, OOH and event activation, based on annual briefings and calendar planning around key moments such as new product launches, cultural moments, relevant to our Gen Z audience, media bursts and sampling activations.

Connection

Our strategy turned the 'Made of Different Stuff' tagline into a rallying cry. This created an emotional connection with the Gen Z audience, celebrating their individuality. We used this to develop inspiring always-on social content and a brand toolkit for all touchpoints.

Impact

Rubicon saw double digit growth in 2024-25
and powered overall momentum within AG Barr’s soft drink portfolio.Rubicon also has become one of AG Barr's core growth drivers, alongside Irn-Bru and Boost, and is central to their margin-improvement and brand growth initiatives.

• 10K New followers
• 39.5M Reach on social
• 45.9M Engagement & Video views