Exotic soft drink company Rubicon is giving its Classic Sparkling canned range a revamp including new packaging to shake up the declining carbonates market.
The updated design for the 330ml can, which will benefit from a £4m spend for the total brand this year, is hoped to replicate the success of its relaunched PET bottles last year.
The new design plays on the drink's better-for-you credentials by highlighting its real exotic fruit juice content. It has been designed to tap into the trend for premium and exotic drinks, said Barbara Down, head of marketing.
"The relaunch, coupled with the significant brand support, is aimed at helping us replicate the huge growth we achieved last year," she said.
The total carbonates market was down 2% in the year to December [Nielsen]. In comparison, Rubicon's carbonates range soared 67%.
TV adverts are set to kick off in the summer supported by sampling and a heavyweight online campaign.