Cans of Irn-Bru with football themed packaging with football pitch-themed background

Source: Barr Soft Drinks

Number one Scottish grocery brand (Kantar World Panel, Value Sales, Take Home Non-Alcohol Brands, MAT to 06.09.20, Total Scotland) Irn-Bru is encouraging shoppers to Celebrate The Footy with special football packs. 

Football tournaments provide a major profit opportunity for retailers with sales of soft drinks increasing by as much as 18% (IRI Data during previous football tournaments), claims the firm. According to Barr, most football fans may not be able to attend matches this summer and instead will be watching the football at home, so these packs will help fans feel part of the occasion.

The football packs will be supported by a strong social media and PR campaign plus high impact in-store displays and point of sale material. They will be available in a number of pack formats (both regular, XTRA and sugar free), including 500ml big cans, 2 litre PET bottles, 18 x 330ml and 24 x 330ml multipack cans.