Barr Soft Drinks is investing millions in its Irn-Bru drinks brand with a new ‘Get Some Irn in You’ shopper campaign.
The activity is designed to differentiate the brand from other carbonates and will be spearheaded by two new adverts launching in April.
The campaign will run across a number of media channels, including TV and digital platforms targeted at 16-34 year olds
“Irn-Bru’s success has been built on the back of award-winning adverts that consumers love and this campaign will be no different. We’ll be encouraging people to have the metal and confidence to go about their lives with a bit more attitude and to live life as they want to, by getting some Irn in them,” said Adrian Troy, marketing director at Barr Soft Drinks.
“Not only will the new campaign entertain and engage consumers, it will help drive the overall carbonates category as we lead into the key spring-summer period.”
Retailers will have access to new point of sale materials to help them drive incremental sales during the campaign.