IRN-BRU set to drive incremental sales with £6m investment

Barr Soft Drinks is investing £6 million in IRN-BRU, spearheaded by three engaging new adverts.

The heavyweight campaign will continue to clearly differentiate IRN-BRU from all other carbonates with the IRN-BRU attitude and personality that the brand is famous for. The adverts will run across a number of media channels during March & April, including TV, digital and social, reaching 90 per cent of 16–34-year-olds in Scotland and the North of England.

“Last year’s campaign got people talking about the phenomenal taste of IRN-BRU, everyone loves it but they all describe it differently,” said Adrian Troy, Marketing Director at Barr Soft Drinks. “This year’s campaign continues the great taste debate with three new, thoroughly entertaining broadcast adverts to help drive overall category sales during the key spring and summer period.”

Soft drinks remains one of the most important categories to drive footfall for the retail trade and within this, Flavoured Carbonates plays an important role, offering choice in-store.

During the four weeks of last year’s campaign, IRN-BRU delivered the fastest growth of all flavoured carbonate brands. Retailers can use vibrant, eye-catching point-of-sale material to create in-store/in-depot theatre and maximise incremental sales during this year’s campaign.

Barr Soft Drinks is also advising retailers about the importance of offering shoppers both regular and XTRA variants of IRN-BRU prominently to attract shoppers to the fixture. IRN-BRU XTRA, delivering extra IRN-BRU taste with zero sugar, has grown 4.5 times faster than total flavoured carbonates.