IRN-BRU is returning to Scotland’s TV screens again this year with the IRN-BRU Snowman.
The campaign will be live from 16 November on TV, BVOD, Out of Home and Social, marking the start of the festive shopping season for many Scottish shoppers, and will run up until Christmas.
Scottish shoppers readily associate Christmas with the IRN-BRU Snowman, with the popular campaign reaching 75 per cent of adults in Scotland.
The Snowman’s return also heralds the start of a busy soft drinks season for retailers and special Snowman packs will also be available across the 2L and 24 multipacks, alongside attention-grabbing themed PoS for retailers to create in-store festive theatre.
Soft drinks sales are increasingly important at Christmas, particularly carbonates, and retailers should prominently display all three variants of IRN-BRU Regular, Sugar Free and XTRA to drive seasonal category uplifts.
Stocking IRN-BRU 1901, which is "BRU’d" to the original 1901 recipe, is also a must-stock variant as it appeals to a different IRN-BRU shopper and will drive incremental retailer sales.