To connect Rubicon with its core consumers, cricket fans and a new, broader target audience of millennials, EGM created the ‘Rubicon Urban Crictionary’ a 360°campaign – a fun and humorous exploration of cricket terminology, from well-known phrases such as Maiden to your aficionado’s Michelle. At its heart was a nine-part content series, employing reality and social stars Jamie Laing and Marcel Somerville & cricketing heavyweights Stuart Broad and Jonny Bairstow. The content was supported by social and influencer activation, a media partnership, in ground experiential, trade & in-store activation, on-pack promotion as well as bespoke creative across all contractual assets.
