IRN-BRU set to drive incremental category sales with £6m brand investment, including 2 new adverts

Barr Soft Drinks is investing £6 million in IRN-BRU, the UK’s No. 1 flavoured carbonate brand,*1 with a new, bold campaign that will urge shoppers to ‘GET SOME IRN IN YOU’.

The heavyweight, national campaign will clearly differentiate IRN-BRU from all other carbonates and will be spearheaded by two new adverts which break in April, with the IRN-BRU attitude and personality that the brand is famous for. The campaign will run across a number of media channels, including TV and digital channels targeting 16-34 year old carbonates consumers.

“IRN-BRU’s success has been built on the back of award-winning adverts that consumers love and this campaign will be no different. We’ll be encouraging people to have the metal and confidence to go about their lives with a bit more attitude and to live life as they want to, by getting some IRN in them,” says Adrian Troy, Marketing Director at Barr Soft Drinks.

“Not only will the new campaign entertain and engage consumers, it will help drive the overall carbonates category as we lead into the key spring-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 campaign.

IRN-BRU CAMPAIGN – 2

Barr Soft Drinks is also advising retailers about the importance of offering shoppers both formats of IRN-BRU – Regular and XTRA – to attract shoppers to the fixture.

Annual sales of IRN-BRU now exceed £125 million, with year-on-year growth way ahead of the total soft drinks market, at 9.1%.*2.

Since its launch in May 2017, IRN-BRU XTRA, which is full of extra IRN-BRU taste with no sugar, has been a phenomenal success, delivering sales in excess of £33 million, with spectacular year-on-year growth of 44.6%.*2

Sales data confirms that by giving the total IRN-BRU brand more prominence in-store, both IRN-BRU Regular and XTRA will contribute to increased total category sales.*3

https://www.youtube.com/watch?v=RtPlNWb1qTs&feature=youtu.be

https://www.youtube.com/watch?v=Xc95mAqukmY&feature=youtu.be

Sources:
*1: IRI Marketplace, Value Sales, Single Flavour OFC’s, MAT to 27.01.19, GB Convenience
*2: IRI Marketplace, Value Sales, MAT to 27.01.19, Total Coverage
*3:  Customer EPOS Data