IRN-BRU back on TV

Barr Soft Drinks is investing £6 million in IRN-BRU including a new, bold campaign based around the “magic taste” of the IRN-BRU liquid.

The heavyweight campaign will clearly differentiate IRN-BRU from all other carbonates and will be spearheaded by a new advert which breaks in July. The campaign will run across a number of media channels, including TV, digital and social, reaching 90 per cent of 16-34 year olds in Scotland and the North of England.

“IRN-BRU’s success has been built on the back of award-winning adverts that shoppers love and this campaign will be no different. There are so many consumers of IRN-BRU who just love the taste, but the funny thing is that they all describe how it tastes differently,” says Adrian Troy, Marketing Director at Barr Soft Drinks.

“The new campaign will make them think about how they describe the liquid in an entertaining and engaging way and help drive the overall carbonates category during the key summer period.”

Retailers can use vibrant, eye-catching point-of-sale material to create in-store/in-depot theatre and drive incremental sales during the TV campaign.

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. The new brand investment will build on the continued success of IRN-BRU, with annual sales of over £124 million nationally.

Barr Soft Drinks is also advising retailers about the importance of prominent display for both regular and XTRA variants of IRN-BRU to attract shoppers to the fixture. Troy points out that IRN-BRU XTRA (zero sugar) has grown by +15 per cent in the last 12 months.