Force of Nature

Rubicon RAW are a range of natural caffeine energy drinks, made with 20% real fruit juice. In a market dominated by artificial flavours and ingredients, the brand recognised that product trial would be key to building trust in the new range and ultimately prove that energy and great taste can coexist!

We were tasked with creating an integrated awareness and trial campaign to support the launch, to engage and build belief amongst their target audiences.

The programme combined large-scale events with highly targeted sampling to reach young adults where they live, work and play from festivals and gaming expos to campuses, workplaces and city streets​

Key activity included:​

• Sampling and sponsorship with Boardmasters festival and EGX ​
• Targeted guerilla sampling reaching young adults in busy urban locations​
• Student takeovers, sampling on-campus and Halls of Residence​
• Targeting young professionals through workplace sampling  ​
• Food delivery sampling to reach young adult groups as part of their home delivery meal occasions​