IRN-BRU is set to build on the phenomenal success of its 2024 ‘‘Mannschaft’’ advert, with a new consumer campaign, live from 18 May.
Running from May-July, the campaign will see a new advert, alongside special footy packs across the core range. The ad campaign will be activated on TV as well as OOH, social media, PR and in-store and in-depot displays.
Kenny Nicholson, IRN-BRU Brand Director at AG Barr, said: “IRN-BRU, the UK’s third biggest flavoured carbonate brand[1], has become synonymous with football in recent years, thanks to its uniquely tongue in cheek brand personality and iconic brand heritage. We already have the highest football association levels of all the top five OFC brands in the UK[2].
“With global and European football tournaments comes a huge soft drinks opportunity for retailers and this year we are helping retailers to make the most of this unmissable category opportunity with another iconic and memorable IRN-BRU campaign and sales-driving special packs.”
With footfall set to increase throughout summer, and particularly on match days, retailers should be prepared with full core range availability, including a mixture of formats alongside impactful in-store displays, to make the most of incremental and impulse sales.
[1] Circana value sales 52 w.e 27.12.25
[2] Vyper, Jan 2026 (500 UK Nat Rep responses)
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