Rubicon
We love getting people to step out of their comfort zone and try something deliciously different - lychee, guava, soursop and more.
Rubicon: The Exotic Made Wonderful
Client Category
Food & Beverage · CPG · Beverage
Services Provided
Brand Strategy · Social Strategy · Campaign Creative · Content Production · Community Management · Paid Social
Business Challenge
Rubicon was an outsider in a category ruled by predictable, mainstream juice brands.
Despite rich heritage, bold flavours, and a fiercely loyal niche audience, Rubicon lacked cultural visibility. The brand was overshadowed by Tropicana, Minute Maid, and private label — and struggled to earn relevance with younger Canadian consumers who saw “exotic” as unfamiliar rather than exciting.
Rubicon didn’t need a new recipe.
It needed a new reputation.
Strategic Insight
“Exotic isn’t weird — it’s wonderful.”
Our behavioural breakthrough came from understanding the cultural divide:
Immigrant households already loved Rubicon for nostalgia and heritage.
Mainstream consumers simply didn’t understand the flavours — and that gap created hesitation rather than intrigue.
Our opportunity was to reframe exotic from “uncertain” to “undeniably delightful” with a social-first brand world built on playfulness, confidence, and cultural celebration.
This aligned perfectly with Bob’s Your Uncle’s brand filter:
lead with Emotion, Relevance, and Difference.
Creative Solution
We built a social-led brand platform that transformed Rubicon from “the juice you don’t know”
to “the flavour adventure you didn’t know you needed.”
Flavour-Forward Storytelling
Short-form content that introduced mango, lychee, guava, and passionfruit not as unfamiliar ingredients but as joyful personalities.
Exotic Made Easy
Playful snack pairings, flavour explainers, and thumb-stopping animations that made “new” feel fun, not intimidating.
Culture-Forward Celebrations
Social content for Ramadan, Diwali, Caribana, and Canada Day that honoured Rubicon’s roots and expanded its cultural footprint.
Community-Led Growth
Targeted paid social, playful polls, and reactive content that invited Canadians into a growing flavour-obsessed community.
Rubicon suddenly felt less like a grocery-store mystery —
and more like a brand with something joyful to say.
Results
📈 +42% engagement rate lift vs. previous baseline
📈 +28% social follower growth driven by content that made exotic flavours accessible
🔥 Top-performing content hit 20%+ engagement, exceeding category benchmarks
🛒 Sales lift during campaign period, correlating to expanded trial among mainstream shoppers
🏬 Distribution momentum, with retailers increasing facings and visibility following social traction
Rubicon’s cultural relevance became a commercial weapon.
Category Takeaway
Rubicon didn’t win by copying the juice giants — it won by changing the conversation.
When you make unfamiliar flavours emotionally irresistible, you turn curiosity into community and community into growth.
Exotic wasn’t the barrier —
it was the breakthrough.
That’s how Rubicon became a king of cultural flavour.