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Rubicon asks Are you Ready to Mango? as it looks to increase trial of the brand

By Ishbel Macleod | PR and social media consultant

Pulse Group

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rubicon article

June 2, 2014 | 2 min read

AG Barr’s fruit juice brand Rubicon is asking the public ‘are you ready to mango?’ in a new campaign created by Pulse.

The campaign urges drinkers to take a creative photo of themselves with a can, carton or bottle of Rubicon and share it on social platforms using the tag #readytomango, for the chance to win a pool party weekend in Brighton.

Pulse creative director Magnus Thorne said: “This has been a great campaign to work on - and really brings together the best of strong creative and brand thinking, with engaging user-generated content and promotional smarts. Add to that a genuine collaborative effort between agency and client and it has all the ingredients needed so that Rubicon Mango is ready to mango into the big time.”

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The agency created OOH bus shelter takeovers and large digital screens across Manchester, London, Birmingham, Leeds and Newcastle, with media planning any buying handed by PHD.

Adrian Troy, head of marketing at AG Barr, added: “We’re really excited to see this campaign live in the digital and OOH environments. By putting the audience at the heart of our latest campaign, Rubicon offers consumers a real smile from the exotic.”

‘Are you ready to Mango?’ will also run across digital display across desktop and mobile platforms, as well as geo-targeted mobile formats.

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New business for brand activation agency Pulse Group in 2011-2012 included Colgate Total, BPA, Morrisons, Sanex and World Hepatitis.

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PHD is known globally as an innovator in communications planning and buying across broadcast, print, digital, mobile, social and emerging media and was named as the UK’s ‘Media Agency of the Year 2016’ at the Media Week Awards and as ‘Media Network of the Year 2016’ by Campaign magazine.

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