To engage a new mainstream audience without alienating the loyal ethnic core consumers.
Twenty20 Cricket and Rubicon share the common traits of colour, fun and a lighter attitude to life.
Twenty20 cricket (the colourful, flamboyant, shorter form of cricket) was the perfect vehicle to unite the audiences and express the brand. We developed 14 idents, featuring cricket commentators that connected with the various audiences. The creative celebrated the diversity of world Twenty20 in an irreverent, fun way.
We successfully brought a diverse multi-ethnic audience together under a common theme, allowing the mainstream to discover the brand while allowing the core ethnic audience to retain their ‘ownership’ of the brand. The campaign led to the highest ever sales in the history of the brand, achieving YoY growth of 68% (vs a total soft drinks market growing at only 7%). Brand awareness rose 28% YoY amongst non-ethnic consumers and the campaign helped Rubicon deliver £11m in incremental sales, winning ‘Marketing Campaign of the Year’ at the 2011 World Food Awards.