Do trusted brands still have the appeal?

In recent times there seems to be more reports in the media of people 'trading down' for more cheaper alternatives, due the increase in the cost of living. Certainly, in supermarkets, there has been evidence of consumers buying own brand goods. So, what happened to the mantra of a trusted brand being the mark of quality? In the current economic environment people seem happy to opt for reduced quality. Lidl was recently placed as the 5th largest supermarket in the UK. But the luxury market seems to be thriving. Luxury cars and fashion brands such as Dior are doing very well. It is the everyday luxury brands such as Heinz that will feel the pain, as shoppers turn to the value brands.

Rubicon Raw Energy Drink - brand positioning

 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.