So, the secret is out and now we all know that Santa loves his Irn-Bru and outwits both the Snowman and the boy to fly off into the Northern Lights with his prized can.
The TV advert is on air for the whole of December and is supported by a high-impact media campaign incorporating outdoor posters, PR, digital and social media as part of a £2m Christmas brand investment.
Importantly for retailers, shoppers readily associate Christmas with the Irn-Bru Snowman, creating a feel-good factor which translates into increased demand in the run-up to the festive period, when carbonates are a key profit driver.
The TV advert breaks as sales of Irn-Bru in Scotland are at an all-time high, with value sales up 11% year-on-year, driven by the three variants of Irn-Bru (regular, sugar free and Xtra) appealing to different drinkers.
Barr Soft Drinks advised retailers to prominently display all three variants of Irn-Bru and use its Snowman-branded POS to create in-store theatre and drive incremental category sales throughout the whole festive season.
