New Cawston Press campaign celebrates ten years of its rhubarb flavour

Cawston Press has unveiled a new UK media campaign, Life’s Best Pressed, to celebrate the tenth anniversary of its best-selling Sparkling Rhubarb drink.

Championing the flavour that Cawston Press well and truly became known and loved for, alongside its clean ingredients and ‘No Jiggery Pokery’ ethos, the new summer campaign will run across multiple channels, including OOH and social media, showcasing how even after a decade, Cawston Press Rhubarb still sparkles.

Now established as the ‘not so secret’ hero recipe ingredient found in Cawston Press’ iconic drink, the rhubarb flavour was considered an unexpected surprise during its launch ten years ago. With previous flavour trends within the drinks category consisting of orange, lemon, apple and lime, the rare ingredient of rhubarb would’ve once been more commonly found within the likes of puddings and yoghurts. A decade later, Cawston Press now has pioneered a rhubarb revolution, becoming the No.1 brand in Rhubarb, with 71 per cent market share' (NielsenIQ, 52w/e 18.05.24).

The popularity of rhubarb is peaking across the food scene, from chefs and bars to social media, Cawston Press said, adding that Sparkling Rhubarb remains its most popular flavour - with over 6 million cans sold in 2023. The brand has further witnessed a 36 per cent growth in retail value over the past year for its Sparkling Rhubarb single can, outperforming the drinks of well established brands across supermarket shelves.

“We’re immensely proud to be marking ten years of our Sparkling Rhubarb, which is now truly synonymous with the brand we are today,” Steve Kearns, managing director at Cawston Press commented.

“Offering contemporary charm to a nostalgic flavour, our hero drink continues to sparkle a decade later as a result of high-quality taste, whilst offering a distinctive flavour in the soft drinks category. With lots of exciting plans in the pipeline, we have no doubt that Sparkling Rhubarb will continue to flourish and remain the jewel in our crown.”

The new ‘Life’s Best Pressed’ campaign launched on 1 July, running until end of August. The media campaign will be executed across ATL media via OOH advertising including billboards (6 sheets) and London underground advertising panels across London. ‘Life’s Best Pressed’ is further supported through shopper marketing across Co-op and Waitrose stores, PR, sampling, paid social media and CRM.