drink brands Rubicon and Sun Exotic are celebrating Diwali (23 October) with special promotional packs supported by TV advertising.Diwali is celebrated by 1.2 million people in the UK and has the potential to deliver more than £9m at retail value, presenting a profit opportunity for retailers.
The packs have been launched in response to huge demand last Diwali, when Rubicon sold more than £2m of its special price-marked packs.
During this year’s Festival of Light, Rubicon and Sun Exotic will be available in one-litre packs price-marked £1.29 for £2.
Adrian Troy, head of marketing for AG Barr said:
“Rubicon is the UK’s number one exotic juice drink brand and the number one soft drink for British Asian consumers, half of whom drink it nowadays.”
Rubicon will be supported by heavyweight advertising on ethnic TV over Diwali as well as a range of POS.
The TV advertising runs from Diwavli until the end of the year, with cinema support from mid-October for two weeks.
They celebrate the central role that Rubicon plays among British Asian families and features the strapline: “Rubicon – part of family life for over 30 years.”
