Irn-Bru Xtra launches £1m campaign

Irn Bru Xtra

Barr Soft Drinks has unveiled a £1m brand investment in Irn-Bru Xtra.

The activity will start in August with heavyweight outdoor and digital advertising, complemented by in-store theatre. This will be followed by a sampling campaign in September, getting more than 500,000 cans into the hands of Scottish shoppers.

“Irn-Bru Xtra is the fastest growing variant of the iconic brand, delivering Extra Taste with No Sugar, and now accounts for over 20% of total Irn-Bru sales,” said Adrian Troy, Marketing Director at Barr Soft Drinks.

“Now worth over £16 million and growing at 10% versus last year, Irn-Bru Xtra is a must-stock variant for all Scottish retailers and this £1 million brand investment will create massive visibility for the product, driving education and trial with shoppers.”

The campaign is part of a £6m annual brand investment throughout 2022 for Irn-Bru.

Barr advised retailers to utilise its POS to create in-store theatre and drive sales. To request POS, email trademarketing@agbarr.co.uk with store or depot details.