Barr Soft Drinks has unveiled a new £1m marketing campaign for Irn-Bru Energy.
The activity will run for the whole of March and includes outdoor and digital advertising complemented by sampling activity.
“Energy is a really important category for retailers to get right, with nearly 1 in 2 ‘drink now’ soft drinks sold in Scottish convenience stores being an energy drink,” said Adrian Troy, Marketing Director at Barr Soft Drinks.
“Irn-Bru Energy has performed really well, selling over 3.5 million cans since it was launched in June 2019 and outselling all other leading slim can flavoured energy products. 75% of the Scottish population are aware of Irn-Bru Energy and 70% of Scottish consumers who have tried it have bought more than once.”
Barr advised retailers to use the brand’s POS and merchandise Irn-Bru Energy next to other slim can energy products to drive incremental sales.
