Irn-Bru is strengthening its Zero range of flavours with the permanent addition of Irn-Bru Cherry, as well as embarking on a new ad campaign to celebrate the upcoming summer of sport with its soft drinks.
Available exclusively for symbols and independents, Irn-Bru Cherry follows the brand’s recent addition to the core Irn-Bru Zero range, Ice Cream, which added £2.9m in category value at launch in 2023 and rejoined as a permanent addition in April this year.
This latest flavour extension is set to strengthen the core Zero range, encouraging retailers to bring additional excitement to the fixture with a three-strong wall of Irn-Bru Zero variants.
Kenny Nicholson, Irn-Bru brand director at supplier AG Barr, said: “Irn-Bru is known for its great-tasting limited edition flavours, but cherry is a brand new innovation for us. We’re further strengthening Zero’s presence in the chiller with another trending flavour innovation rooted in consumer insight and macro trend tracking to meet retailer needs.”
To support the launch, Irn-Bru will be driving UK-wide awareness by harnessing its highly engaged social media audience and impactful influencer partnerships. Retailers can also use the brand’s POS suite to boost impulse sales and drive trial.
The brand is also set to build on the success of its 2024 Mannschaft advert, with a new consumer campaign running from 18 May until July, supported by special football themed packs across its core range.
Nicholson added: “With global and European football tournaments comes a huge soft drinks opportunity for retailers and this year we are helping them make the most of this unmissable category opportunity with another iconic and memorable Irn-Bru campaign and sales-driving special packs.”
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