AG Barr is launching its biggest ever on-pack promotion for Irn-Bru, giving consumers the opportunity to win an all-expenses-paid trip of a lifetime.
Bru-Planet will run throughout July and August, offering two lucky consumers the chance to each win a £20,000 personalised holiday – to anywhere on the planet.
In addition, thousands of Irn-Bru branded selfie sticks will be up for grabs, with AG Barr estimating one prize will be won every 10 minutes throughout the duration of the promotion.
“Even by Irn-Bru’s standards, this is a phenomenal promotion,” said Adrian Troy, AG Barr’s Head of Marketing. “Our ‘Bru’s Your Clan’ activity at the start of the year generated a 40% sales uplift across all trade channels and we’re confident that Bru-Planet will drive shoppers to the fixture in the knowledge they could win a once-in-a-lifetime trip anywhere on the planet, with family or friends.”
Bru-Planet will run across a number of Irn-Bru plain and PMP packs (both regular and sugar free), including single, 8 x330ml and 24 x 330ml cans, 500ml and two-litre bottles.
The promotion is part of a £6m investment in Irn-Bru this year which also includes extensive TV advertising and social media activity. In-store support will be provided by an extensive range of branded POS.
“Our consistent and innovative investment in Irn-Bru clearly differentiates it from other soft drinks brands,” concluded Troy. “Retailers should prominently display the Bru-Planet packs to unlock phenomenal profit opportunities.”
