Rubicon has announced a new campaign, aimed at reinforcing the brand’s position as ‘the brand of summer’.

The ‘Release the Sunshine’ campaign includes a new TV advert which will hit screens from 18 April across channels including Netflix and Disney+.

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It will be supported by out-of-home activity, digital and social media activations set to reach 14m consumers more than five times.

‘Release the Sunshine’ forms part of Rubicon’s ‘Made of Different Stuff’ masterbrand campaign and taps into consumers’ desire to discover different experiences.

Jonathan Kemp, commercial director at Barr Soft Drinks, said: “Last year, our ‘Made of Different Stuff’ out-of-home campaign alone drove a +25% increase in penetration in the cities it featured, highlighting an unmissable sales opportunity for retailers who stock the brand this summer.”

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