Ahead of this summer’s Euro 2024 tournament, Irn-Bru has launched special football-themed packs that give shoppers the chance to win branded supporters’ toolkits.
The new packs are backed by a £2m marketing campaign that includes TV, outdoor and digital advertising. POS toolkits are available for retailers to create some in-store footy theatre.
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 and it was the second-biggest national brand at the last Euros.
“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.”
