Irn-Bru kicks off phenomenal Euros promo

Build sales and excitement ahead of the summer months

A promotional image featuring the new on-pack design of Irn-Bru bottles for the UEFA Euros football tournament featuring 500ml bottles of Irn-Bru, Irn-Bru Sugar Free and Irn-Bru XTRA.
Barr has kicked off a new promo across its Irn-Bru variants to mark the UEFA Euros Germany 2024 to help boost sales during the football tournament.

BARR Soft Drinks is out to score goals for sales this summer with the launch of its new on-pack promo on Irn-Bru formats for the UEFA Euros Germany 2024.

Available on shelf from 15 April, the new promo can be seen across the Irn-Bru, Irn-Bru Sugar Free and Irn-Bru XTRA brands with exclusive pack formats for the convenience channel.

Making the most out of the PMP format, c-store retailers will be able to see the ‘We Can’ promo across £3 PMP 330ml multipacks of six cans for each of the three variants as well as on 500ml £1 PMP bottles.

As for the multiples, the promo will be seen across the two litre plain pack bottles as well as 330ml multipacks of 24 cans.

The new promotion will also allow consumers the take part in the fun for themselves with the chance to win some branded Irn-Bru goodies to tie in with the football tournament.

Barr is offering consumers the chance to bag some branded supporters’ toolkits throughout the Euros.

Backed by a £2million investment into the brand by Barr, the new packs will be supported with a fully integrated marketing campaign with a presence across TV, outdoor and digital advertising as well as POS kits for retailers to help drive up excitement in stores.

Jonanthan Kemp, commercial director at Barr Soft Drinks, said: “Irn-Bru is proven to drive the category around big sporting events.

“During the Fifa World Cup, the brand delivered an increase of 10% in incremental category volume and it was the second biggest national brand during the last UEFA Euros tournament.

“Irn-Bru will be the brand of summer soft drinks and we’re encouraging retailers to plan ahead, increase facings and make the most of our new packs and eye-catching POS to maximise this profit opportunity.”