Barr Soft Drinks is launching an eye-catching new campaign for Irn-Bru Energy to drive trial and visibility for the brand and generate incremental sales for retailers in the fast-growing £177m Scottish energy drinks market.
The campaign, which runs from September, will include a consumer competition giving shoppers the chance to instantly win over 200 video gaming prizes, as well as entry into a grand prize draw to win their ultimate gaming set up. In addition, there will be student sampling at every college and university in Scotland, putting over 100,000 cans into the hands of energy consumers.
A full suite of in-store/depot POS will be available, including digital assets.
Barr Soft Drinks said retailers should ensure 100% availability of Irn-Bru Energy from September onwards, increasing facings if necessary, to maximise the sales opportunity. It also advised that Irn-Bru Energy should be ranged beside other energy products in the chiller as this is where shoppers look when choosing an energy product.
“Irn-Bru Energy is currently growing three times faster than the total market, bringing in new shoppers to the brand and driving sales with existing energy consumers,” said Adrian Troy, Marketing Director at Barr Soft Drinks. “We are extending availability of the 500ml £1 PMP can as the previous burst of this price-marked pack increased sales of this pack format by almost 50%. This additional layer of activity will drive trial among energy consumers.
