Client
Rubicon is a 25 year old juice company specialising in exotic fruit drinks. The company is growing very quickly but in many ways they are a small company competing in a market of very big players. Their advertising is aimed at a cross cultural target audience with the product promise of making ‘Britain more Exotic’ with brands that taste delicious made from fruits that also deliver health benefits.

Objective
In 2007 one of the key objectives for the company was to launch Rubicon Papaya juice, a new flavour to the UK, a fruit with properties key to eye health care. But given the constraints on television advertising messages in relation to health benefits a media route was sought away from TV advertising.

Solution
Four selected media that enhanced the creative message (see above) and provided stand out and continuity throughout the key summer sales period. Large impactful outdoor sites located head on to traffic on major arterial roads where traffic congestion is high and sites in close proximity to retail distribution. A strategy of short term buying ensured a summer long campaign for posters complemented with heavy weight press presence, also purchased solely on a short term basis.

Result
By laying down some outdoor sites in advance we then maximised media value for the remainder of the campaign by short term buying, thus ensuring 70% savings off rate card and enabling a continuity of presence in outdoor advertising, not normally achieved in this medium. Press discounts also exceeded 75%+ without any compromise to positioning! Papaya has become the number 3 flavour in the Rubicon portfolio.