The new ad, called "believe in beach", debuts today (17 August) on UK TV and is aimed at a younger "mainstream audience", according to the brand.
The spot, created by BMB, opens on a young man and woman frolicking in paradise – until a quick cut reveals that the couple is actually standing in a shopping centre and fantasising about their holiday.
A wise man in a velour tracksuit acts as a narrator by explaining to the passing duty manager of the shopping centre that the beach holiday is a daydream brought on by mango Rubicon’s exotic flavour.
Adrian Troy, the head of marketing at Rubicon’s owner, AG Barr, said: "Our new campaign, the first with BMB, aims to continue the strong growth of the Rubicon brand by encouraging a wider group of consumers to enjoy the exotic Rubicon experience."
AG Barr picked BMB to handle its advertising in January after a competitive pitch. The company has said that it wants to double the size of the Rubicon brand.
The work was created by Michael Tsim and Rachel Miles and directed by Chris Balmond through Outsider.
Earlier this year, Tesco de-listed Rubicon and other sugary drinks from its children' range in a bid to promote healthier lifestyles.
This article was first published on www.campaignlive.co.uk
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