Barr, a top three S&I carbonates brand, is teaming up with one of the most anticipated blockbuster films of 2026, Sony Pictures’ Spider-Man: Brand New Day, releasing exclusively in theatres July 29, in a major on-pack promotion designed to drive excitement on the soft drinks fixture this summer.
Launching across Barr's 500ml and 2L formats, alongside it’s 24 x 330ml can multipack from June 2026, the promotion will appear on more than 4.4 million packs, giving shoppers the chance to win an unforgettable holiday to New York City, the iconic home of Spider-Man.
The collaboration supports the upcoming release of Sony Pictures’ Spider-Man: Brand New Day on 29 July 2026. Anticipation for the film is already at record levels, with the first trailer attracting an unprecedented 718.6 million views within 24 hours, making it the biggest trailer launch in history, and one billion views within four days, the first movie trailer to do so ever.
The collaboration will be supported by a significant above-the-line marketing campaign running from July through to mid-August, spanning social media, YouTube, Disney+ and OOH advertising and is expected to reach more than nine million shoppers.
The collaboration builds on the proven success of Barr's previous on-pack promotions, with the brand's last on-pack activity delivering growth ahead of the total carbonates category during the promotional period in 2025.
Retailers and wholesalers can expect impactful in-store and in-depot activation designed to drive visibility and generate demand at fixtures. Eye-catching creative, clear messaging and strong media support will maximise awareness and conversion throughout the campaign.
"We're thrilled to be collaborating with Sony Pictures’ Spider-Man: Brand New Day," said Barr Brand Director Annette Yates, "one of the most exciting film releases of the year and a franchise that enjoys huge appeal across generations.
“This promotion combines the power of blockbuster entertainment with a compelling prize mechanic, giving shoppers the chance to win an incredible trip to New York while driving excitement around the Barr brand.
"With over 4.4 million promotional packs in market, high impact ATL support and engaging in-store and in-depot activation, we're confident this campaign will drive footfall, increase rate of sale and make the most of the summer trading opportunity."