Irn-Bru Xtra is rolling out two limited-edition flavours, following the success of last year’s Tropical and Ice Cream variants.
Irn-Bru Xtra Raspberry Ripple and Wild Berry Slush will both be available from 18 March, launching in 330ml single cans (plain and 75p PMP) and 8 x 330ml plain can multipacks.
The launch is supported by a multi-channel marketing campaign that includes out-of-home advertising, social media and influencer activities. The campaign is expected to reach 93% of 16- to 24-year-olds at least 11 times.
Barr Soft Drinks advised retailers to make use of Irn-Bru Xtra Limited Editions point of sale material to create in-store theatre and attract shoppers to the fixture and drive sales.
Jonathan Kemp, Commercial Director at Barr Soft Drinks, said: “Last year’s Irn-Bru Xtra limited editions were a massive success, delivering £29 million to the category as well as a 30% uplift in the core Irn-Bru Xtra variant.
“This is an unmissable opportunity for retailers as our limited-edition flavours always build excitement with shoppers, who can’t wait to pick it up while they can. Our vibrant, attention-grabbing packaging will ensure that shoppers can’t miss these on shelf and the delicious liquid will ensure that they come back for more.”
