Barr Soft Drinks hopes to drive retailer sales this winter with an Irn-Bru on-pack promotion, encouraging shoppers to celebrate the footy at home.
Football tournaments provide a major profit opportunity for retailers, with a 74% uplift during the last World Cup in 2018 (IRI). Barr claims that most football fans will not be able to attend matches this winter and may instead be watching the football at home. The group states that these national packs will help such fans feel part of the occasion with a competition offering shoppers the chance to win Irn-Bru’s official ‘’Stay At Home’’ kit.
The brand grew three times faster than the total carbonates category during the Euros last year (IRI), so there is a huge opportunity for retailers to drive incremental sales with these limited edition packs.
The ‘‘Stay At Home’’ kits will include branded woolly jumpers, slippers and socks to keep fans warm while they watch the winter tournament.
The on pack promotion will be supported by high impact in-store and in-depot displays featuring eye-catching POS.
Barr states that Irn-Bru special packs are proven to increase sales during celebrations like the World Cup and advises retailers to prominently display these packs to unlock incremental sales opportunities.
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