THE commercial build-up to the Glasgow 2014 Commonwealth Games has started with AG Barr’s launch of the first in a series of commemorative Irn-Bru cans.
The brand is an official supporter of the games – the biggest multi-sport event to be staged in Scotland, with an expected one million spectators and a global TV audience of 1.5 billion. The cans celebrate Irn-Bru’s sporting heritage from 1901 to the present day, focusing on athletic characters from the brand’s history.
The first limited-edition cans are available early this month. They feature the illustration of Adam Brown, a famous Highland athlete, which appeared on the very first Irn-Bru labels in 1901.
“We knew that shoppers love special packs from Irn-Bru,” said Adrian Troy, AG Barr’s head of marketing. “In 2009, we sold four million special-edition heritage cans in just eight weeks, so we were confident that demand for Commonwealth cans would be high.”
The range includes 330ml regular and sugar free, both plain and 49p price-marked packs.
The launch is supported with point of sale material for retail (including wobblers and A4 posters) and cash and carry depots (including A2 posters and 5ft standees).
