Game on

New look and football spearhead £6m Irn-Bru push

TICKET competitions and limited-edition packaging are among AG Barr’s plans for the next phase of Irn-Bru’s partnership with the Scottish Professional Football League and the Football League.

And part of a £6m spend is a new look for the entire range of cans and bottles.

The new Irn-Bru designs will maintain the familiar orange and blue colours and incorporate a girder image.

Head of marketing Adrian Troy said: “The new packaging reflects Irn-Bru’s most iconic symbol of the last 100 years – the girder – with a modern twist.

“We’re backing the rollout of the new pack designs with our biggest ever marketing campaign.”

Quoting figures from AC Nielsen, Barr said Irn-Bru was  the biggest flavoured carbonate advertiser in 2015, accounting for 35% of total advertising spend within the category.

And it stressed the importance of sugar-free drinks saying that in 2015 42% of carbonates sold in Scotland were low or zero-sugar varieties.