BMB Takes Rubicon Spring on a 'Fruity Fling'

BMB is launching a £2m campaign for Rubicon's brand new product, Rubicon Spring.

Rubicon Spring is the perfect love child of sparkling spring water and fruit juice, shaking up the water category and containing just 15 calories.

The creative sees the creation of Rubicon Spring played out in a fun, animated world with a cheeky subtext. In the ad, Mrs Spring Water is seen playing away with some seriously sexy fruit to create an exotic range of off-Spring, Rubicon's deliciously fruity new offering, running under the strapline: 'Water's had a fruity fling!'

BMB has teamed up with Diarmid Harrison-Murray and MPC Creative, the production arm of world-renowned VFX studio MPC (of Jungle Book and Life of Pi fame), to build the animated world and the campaign goes live on 7 August, spans TV, VOD, and social platforms, with OOH sites across London.

Sean Dowie, Rubicon’s Brand Group Manager, said: “We are extremely excited about the launch of new Rubicon Spring and will be supporting this launch with an entertaining through the line campaign which communicates the core proposition in an engaging and humorous way. True to form, BMB have delivered on their commitment to developing 'generous' ideas with this show-stopping work which we’re all incredibly proud of.”

Matt Waller, executive creative director, BMB, said: “We grasped the opportunity to leverage Rubicon’s irreverent personality and refresh the water category with a tale of a fruity ménage à trois involving Spring water and fruit in an exotic paradise. Another reason to 'Believe in Beach'.”