Barr Soft Drinks is investing £6 million in IRN-BRU, the UK’s No.1 flavoured carbonate brand*1, including a new, bold campaign based around the magic taste of the IRN-BRU liquid.
The heavyweight campaign will clearly differentiate IRN-BRU from all other carbonates and will be spearheaded by a new advert which breaks in July, 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, digital and social, reaching 90% of 16-34 year olds in Scotland and the North of England.
“IRN-BRU’s success has been built on the back of award-winning adverts that shoppers love and this campaign will be no different. 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 Adrian Troy, Marketing Director at Barr Soft Drinks.
“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. The new brand investment will build on the continued success of IRN-BRU, with annual sales of over £124 million nationally.*2
Barr Soft Drinks is also advising retailers about the importance of offering shoppers both regular and XTRA variants of IRN-BRU prominently to attract shoppers to the fixture. IRN-BRU XTRA, delivering extra IRN-BRU taste with zero sugar, has grown by +15% in the last 12 months.*2
Sales data confirms that by giving the total IRN-BRU brand more prominence in-store, both variants will benefit and contribute to increased total category sales.*3
Sources:
*1: IRI Marketplace, Value Sales, Single Flavour OFCs, MAT to 16.05.21, GB Convenience
*2: IRI Marketplace, Value Sales, MAT to 16.05.21, Total Coverage
*3: Customer EPOS Data
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