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Ag Barr Rubicon

Rubicon launches new outdoor campaign

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By The Drum Team, Editorial

May 6, 2011 | 2 min read

AG Barr fruit juice brand Rubicon has unveiled a new outdoor campaign for its Rubicon Mango Light variety.

The campaign, created by ad agency The Minimart and set to launch 19 May, features bright, warm and sunny British scenes and depicts the new packs floating up into the sky to metaphor the product’s new light characteristics.

The Minimart founding partners Tim Clyde said: “The concepts are relatively simple but for these ads to have the impact we wanted, we knew we needed to execute them in a realistic yet fun and uplifting way. From a distance or at first glance, we wanted the packs to appear like balloons in the scenarios but at the same time we wanted the packs to look real. This was achieved in the end by re-building the packs in 3D rather than shooting them.”

AG Barr head of marketing Adrian Troy added: “The Minimart team have once again produced a very engaging campaign that communicates Rubicon’s colourful, exotic and refreshing qualities”.

Ag Barr Rubicon

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