Barr is investing £6m in Irn-Bru with a new campaign breaking in July. The campaign will run across a number of media channels, including TV, digital and social, reaching 90% of 16-34 year olds in Scotland and the North of England.
“There are so many consumers of Irn-Bru who just love the taste, but the funny thing is that they all describe how it tastes differently,” says marketing director Adrian Troy. “The new campaign will make them think about how they describe the liquid in an entertaining and engaging way and help drive the overall carbonates category during the key summer period.”
Retailers can use vibrant, eye-catching point of sale material to create in-store/in-depot theatre and drive incremental sales during the TV campaign.
Soft drinks remains one of the most important categories to drive footfall for the retail trade and within this, Flavoured Carbonates plays an important role, offering choice in-store, claims Barr. The new brand investment will build on the continued success of Irn-Bru, with annual sales of over £124m nationally (IRI Marketplace, Value Sales, MAT to 16.05.21, Total Coverage)
The company claims that Irn-Bru is the UK convenience channel’s no. 1 flavoured carbonate brand (IRI Marketplace, Value Sales, Single Flavour OFCs, MAT to 16.05.21, GB Convenience). Barr advises retailers to offer shoppers both regular and sugar free Xtra variants of Irn-Bru, with the latter having grown +15% in the last 12 months (IRI Marketplace, Value Sales, MAT to 16.05.21, Total Coverage). The firm claims that by giving both lines more prominence in-store, they will contribute to increased total category sales, according to its customer EPOS Data.
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