Rubicon pushes new flavour launch with Capital FM and Metro partnership
AG Barr’s soft drink brand Rubicon has struck a media partnership deal with Capital FM and Metro to drive forward promotion of its new coconut water flavour.
To push the new drinks ‘refreshing’ credentials, Capital FM will 'refresh' its Breakfast Show with usual presenters Lisa and Dave replaced for a fortnight only by the stations other duo Greg and Kat.
On-air activity will run for two weeks and listeners will be given the chance to win a holiday to somewhere exotic that has a London name, for example Victoria in the Seychelles.
A ‘refresh’ button will sit on the FM’s digital platform to unlock entry to the site, while advertorial content will provide inspiration for visits to local places around London that rarely get visited.
Meanwhile Metro will provide its readers with weekly ‘London Refreshing News’.
Sean Dowie, group brand manager at AG Barr said: “For this launch, we needed to reach busy London commuters in a very cluttered environment, so we’re really excited about this campaign where we’re partnering with two of the mainstays of the London commute and adding refreshment to Londoner’s daily routine, just like our new Coconut Water variant will.”
The media campaign, negotiated by Omnicom Media Group agency PHD, will be run out of the agency’s Manchester office, with the creative elements by Pulse Group.
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