IRN-BRU is bringing back its “Made in Scotland from Girders” Masterbrand campaign throughout August and September, as part of an £8 million brand investment, building on accelerated growth driven by last year's brand refresh.
The new ad creative was first revealed last summer, bringing back the iconic strapline after almost 40 years. This summer, it will be back across TV, BVOD, social and OOH, supporting continued nationwide sampling, getting more than 850K cans into hands to engage shoppers.
To celebrate 125 years of IRN-BRU, the top five carbonates brand is also rolling out POS-driven consumer and wholesale facing promotions. Shoppers can win a £125 cash prize every 125 minutes by purchasing any IRN-BRU pack. Meanwhile, wholesale customers can be in with a chance of winning one of 125 x £125 cash prizes by buying any five cases.
IRN-BRU is currently outperforming the carbonates category on value growth, and one in every two flavoured fizzy cans consumed in Scotland is IRN-BRU. The brand’s new look has been spearheading this success, outperforming the OFC category in England & Wales since it was introduced. IRN-BRU ZERO is growing 71 per cent faster than the low calorie carbonates sector, making it a must stock brand for all retailers nationally.
"IRN-BRU continues to go from strength to strength, and this year’s investment is accelerating that momentum,” said Kenny Nicholson, IRN-BRU Brand Director at AG Barr. “Our brand refresh has clearly increased rate of sale, and the return of ‘Made in Scotland from Girders’ has hit a new wave of nostalgia, attracting the next generation of drinkers and peaking shopper engagement.
"With high impact sampling, unmissable promotions and continued investment behind the brand, we’re driving more shoppers than ever before to purchase, delivering another phenomenal year for the brand and our retail partners.”
With the new brand activity starting in August, AG Barr encourages retailers to ensure full core range availability, including IRN-BRU ZERO, and to make the most of in-store and in-depot PoS to capture incremental and impulse sales.