Irn-Bru is bringing back its ‘Made in Scotland from Girders’ masterbrand campaign throughout August and September as part of an £8m brand investment.
The activity builds on growth driven by last year’s brand refresh. The new advert creative was first unveiled last summer and marked the return of the iconic strapline after almost 40 years.
The campaign will run across TV, broadcaster video on demand, social media and out-of-home advertising. It will also support nationwide sampling activity, with more than 850,000 cans set to be distributed to shoppers.
To celebrate Irn-Bru’s 125th anniversary, the brand is rolling out consumer and wholesale promotions supported by POS materials. Shoppers can win a £125 cash prize every 125 minutes by purchasing any Irn-Bru pack, while wholesale customers can enter a prize draw to win one of 125 cash prizes worth £125 each by buying any five cases.
The brand encouraged retailers to ensure full availability of the core range, including Irn-Bru Zero, and to maximise the use of in-store and in-depot POS materials to drive incremental and impulse sales ahead of the campaign launch in August.
