IRN-BRU will be kicking off summer sales growth and boosting the category with special footy packs giving shoppers the chance to win branded supporters’ toolkits throughout the summer tournament.
Backed by a £2 million brand investment, the No. 1 Scottish grocery brand[1] will be activating the new packs with an impactful marketing campaign. TV, Outdoor and digital advertising will grab shoppers’ attention and POS toolkits are available for retailers to create stand out in store and at fixture.
Jonathan Kemp, Commercial Director at Barr Soft Drinks, said: “IRN-BRU is proven to drive the category around big sporting events. During the World Cup, the brand delivered +10% incremental category volume[2] and it was the second biggest national brand at the last Euros[3].
“IRN-BRU will be the brand of summer soft drinks and we’re encouraging retailers to plan ahead, increase facings and make the most of our new packs and eye-catching POS to maximise this profit opportunity.”
IRN-BRU delivers the highest frequency across other flavoured carbonates[4], bringing 30% of new category customers back[5], presenting a real opportunity for retailers to attract more shoppers and drive incrementality this summer.
[1] Kantar World Panel, Value Sales, Take Home Non-Alcohol Brands, MAT to Sept 2023, Total Scotland
[2] Circana, Multipack Cans, World Cup 2022, 52 w/e 17.12.22, All outlets
[3] Circana, Euros Value 52 w/e 10.7.21, All outlets
[4] Kantar L52W Oct 23
[5] Retailer data L16W w/e 24.9.23
Comments are closed.