To engage a new mainstream audience without alienating the loyal ethnic core consumers.
Twenty20 Cricket and Rubicon share the common traits of colour, fun and a lighter attitude to life.
The Genuine Emotional Motivation was joy.
Twenty20 cricket (the colourful, flamboyant, shorter form of cricket) was the perfect vehicle to unite the audiences and express the brand. We developed 14 idents, featuring cricket commentators that connected with the various audiences. The creative celebrated the diversity of world Twenty20 in an irreverent, fun way.
TV, Digital, POS.
We successfully brought a diverse multi-ethnic audience together under a common theme, allowing the mainstream to discover the brand while allowing the core ethnic audience to retain their ‘ownership’ of the brand. The campaign led to the highest ever sales in the history of the brand, achieving YoY growth of 68% (vs a total soft drinks market growing at only 7%). Brand awareness rose 28% YoY amongst non-ethnic consumers and the campaign helped Rubicon deliver £11m in incremental sales, winning ‘Marketing Campaign of the Year’ at the 2011 World Food Awards.
Cuba was the perfect location to find a large unspoilt exotic beach large enough to create our beach cricket scene. However, it took three days and two large diggers to create the inlet of water to give the circular feeling to the beach shape.
We’ve worked with The Minimart now for 6 years. They’ve really been one of the integral parts of our business growing so strongly over a the years and being one of the fastest growing soft drinks brands. I think the proof is in the results.
