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.
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.