Launching new energy drink brand with student audience

Type: Live Events Client: Rubicon RAW
The Challenge

Connecting Rubicon RAW with student audience

Raising brand awareness within a competitive marketplace

i2i brand experience agency worked closely with Rubicon RAW to reach their key objectives which included driving awareness and trial amongst their core audience. Students were a natural fit with 63% of students completing high energy & focus tasks such as coursework & studying during the evenings. Naturally students are a loyal audience for brands, statistics advise that 60% of students believe when they connect with a brand they will remain brand loyal showcasing the importance of remaining front of mind.

Therefore it was imperative to drive brand awareness and future purchase with engaging brand sampling focusing on high volume, cost efficiencies, and targeted sampling in a memorable and interactive way.

The Idea

Student sampling at key universities in the north of England

Student sampling activated at a number of different touchpoints including communal areas, fresher events, & fridges

i2i developed a range of collateral including leaflets, fridge stickers, & posters & sought permission to place in core universities around the North of England. Alongside this we completed numerous universities takeovers placing products in both students homes, communal spaces, & also at fresher events.

i2i wanted to create a disruptive & memorable impact by creating numerous touchpoints to reach the audience, but also in an environment which is comfortable, but also providing the surprise & delight element!

Money off coupons were provided to give consumers the opportunity to purchase in future

The Impact




Towns & Cities


Future purchasers
  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

  • testimonials
  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

  • testimonials
  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

  • testimonials
  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

  • testimonials
  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

  • testimonials
  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

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