Exotic drinks brand Rubicon is highlighting the improved health benefits of its popular exotic juice range with new packaging.
The new designs will feature on its 288ml and one litre juice cartons and will benefit from a £4m brand support package in 2008 which includes TV, outdoor campaign, sampling and PR.
The re-launch aims to reaffirm the range's fruit credentials with refreshing imagery adding to consumer appeal and creating standout on shelf.
Barbra Down, head of marketing at Rubicon, said: "This year we are looking for consolidate the success of 2007. Out performance was the real highlight of the ambient juice drink market - experiencing a 45% brand value growth despite the tough conditions.
"By bringing attention to the added health benefits of each fruit on our new packaging, we hope to educate our current buyers and add incremental growth by attracting new consumers to the exotic juice market."
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