AG Barr is investing £6m in Irn-Bru, with a programme of activity that will spearhead its plans to drive growth of Scotland’s £48m flavoured carbonate impulse category.
The investment will focus on two main platforms – national support for new pack designs, which launch next month (April), and activation of Irn-Bru’s partnerships with the Scottish Professional Football League and The Football League.
“We’re backing the rollout of the new pack designs, which retain the instantly recognisable Irn-Bru orange and blue colours, with our biggest ever marketing campaign to drive shopper awareness and demand to new levels,” said Adrian Troy, AG Barr’s Head of Marketing.
“Marketing support for regular and sugar free Irn-Bru will involve a high profile outdoor advertising campaign, headline-generating PR and extensive digital support.”
AG Barr will also continue to invest in its SPFL and Football League partnerships at grass roots level.
Troy said: “We will be rolling out brand support during May, including ticket competitions and limited edition football sharing packs, connecting with football fans who shop at their ‘local’ stores week in, week out.”
AG Barr is also advising retailers about the importance of offering shoppers sugar-free alternatives, as 42% of carbonates sold in Scotland in 2015 were low or zero sugar and low calorie drinkers consume 33% more than people who drink regular soft drinks.