Rubicon Pours ‘Big Flavour Behaviour’ into the World

Rubicon is on a mission to champion being confident in your own flavour with a new brand platform, 'Big Flavour Behaviour'.

In its first work for Rubicon since winning a suite of brands from the AG Barr portfolio earlier this year, the platform, created by Lucky Generals, proudly positions Rubicon as not just a juice but an unfiltered showstopper in a can. A fruit-fuelled mic drop, loved by people who strut in, steal the spotlight and sip with swagger, proudly flaunting their fruitiest sides. Making Rubicon the go-to brand for flavourful, real fruit-filled refreshment in a drinks category dominated by the familiar.

This spirit is brought to life through a multi-channel campaign spanning a host of media, all planned by the7stars, from high-impact large-format OOH, including vibrant bus wraps in Manchester, Glasgow and Birmingham to a dynamic, integrated social campaign, designed to engage flavour-seekers across all key platforms.

There will also be four films, each shining a spotlight on a Rubicon flavour within a world of audacious characters and aspirational styling. From a cherry red-suited man with spinning nipple tassels to a woman playing a tiny drum kit with two impressively long purple fingernails, the campaign celebrates the flamboyance and swagger of people living their best 'Big Flavour Behaviour' lives.

Lisa McKenna, brand director at Rubicon, said, “Rubicon’s big, bold and delicious flavours and real fruit juice inclusion are what sets the drink apart from its competitors, and this has been the case from day one. But more importantly, life is just brighter when we all show who we are in confidence and colour. ‘Big Flavour Behaviour’ is more than a tagline – it’s a call to embrace what makes you stand out, and we’re proud to champion that spirit across everything we do.”

Danny Hunt, creative director at Lucky Generals, said, “Rubicon is a brand that has never been scared to stand out with its distinctive flavours. We wanted to celebrate that confidence in a big way with unforgettable characters who embody ‘Big Flavour Behaviour’.”