The brand will make its daytime TV debut on 11 July as the sponsor of the show's 'Summer on GMTV' series.
Rubicon has developed a series of 10-second idents, which will run either side of GMTV's two-minute guides to summer every weekday at 7.30am and 8.30am.
The sponsorship is being backed by banner ads and competitions on GMTV's website. Creative was developed by integrated agency Mini Mart, with media planning and buying by Pi Media.
Rubicon is also running a press campaign featuring its hummingbird icon.
One of the executions shows a man drinking from a carton of Rubicon in London's Trafalgar Square. Rather than being bombarded by the landmark's resident pigeons, he finds himself surrounded by hummingbirds.
The ads will appear in a range of magazines, including Heat, Closer, OK!, Easy Living and Cosmopolitan.
The sponsorship will form a key part of Rubicon's £3m marketing spend, which takes in TV advertising and sampling, as well as PR, which is handled by Uproar.
The deal marks the firm's first foray into mainstream TV sponsorship, although last year it teamed up with Channel 4 to sponsor niche talent search show Bollywood Star (Marketing, 26 May 2004). The tie-up, which included online activity, was negotiated through Fantasia Advertising.
Rubicon was founded in 1982 by two British Asians, who began by supplying juice drinks to the UK's Asian and Afro-Caribbean communities. It is now sold in most major supermarkets.
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