Irn-Bru XTRA is launching two limited edition flavours.
Irn-Bru XTRA Raspberry Ripple and Wild Berry Slush will both be available from 18 March, launching in a 75p PMP can for impulse retailers and plain can single and multipack for grocery.
“Last year’s Irn-Bru XTRA limited editions were a massive success, delivering £29 million to the category as well as a 30% uplift in the core Irn-Bru XTRA variant,” says Jonathan Kemp, commercial director at Barr Soft Drinks.
“This is an unmissable opportunity for retailers as our limited-edition flavours always build excitement with shoppers, who can’t wait to pick it up while they can. Our vibrant, attention-grabbing packaging will ensure that shoppers can’t miss these on shelf and the delicious liquid will ensure that they come back for more.
“We also have a heavyweight media plan that will get consumers really excited about these flavours. We’ll be reaching 93% of 16-24s at least 11 times throughout the campaign with outdoor posters, influencer activity and social media content, so we know that they’ll be in even higher demand.”
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