I've not tasted Rubicon Raw Energy Drink yet, but I like the branding of this product. The Rubicon brand is owned by AG Barr, the owner of IRN BRU and some other brands. I think the overall messaging of the Raw Energy drink has gone along a similar route that Mountain Dew has. With their reference to extreme outdoor activities within their adverts, they swap caffeine for exhilaration, because life is exiting, this overall image will give consumers a compelling reason to buy the product. Mountain Dew never really took off here in the UK, so with a similar brand positioning, I think the Rubicon Raw brand has room to prosper.
No comments:
Post a Comment