Rubicon has become an unfiltered showstopper in a can, standing out from other juices with its wildness (that underline its exotic flavours). The brand wants to be loved by people who strut in, steal the spotlight and sip with swagger, proudly flaunting their fruitiest sides.
In a drinks category dominated by the familiar, the new campaign by Lucky Generals, its first work since winning a suite of brands from the AG Barr portfolio earlier this year, is not.
The campaign leads with four films, each shining a spotlight on a Rubicon flavour within a world of audacious characters and aspirational styling – a cherry red-suited man with spinning nipple tassels, a woman playing a tiny drum kit with two impressively long purple fingernails.. The campaign celebrates the flamboyance and swagger of people living their best Big Flavour Behaviour life.
