Irn-Bru is bringing back its Made in Scotland from Girders campaign throughout August and September, as part of an £8m brand investment, building on accelerated growth driven by last year’s brand refresh, it said.
The new ad creative was first revealed last summer, bringing back the iconic strapline for the soft drink after almost 40 years. This summer, it will be back across TV, social, OOH and more, supporting continued nationwide sampling, getting more than 850k cans into hands to engage shoppers.
To celebrate 125 years of Irn-Bru, the brand is also rolling out POS-driven consumer and wholesale facing promotions. Shoppers can win a £125 cash prize every 125 minutes by purchasing any pack. Meanwhile, wholesale customers can be in with a chance of winning one of 125 x £125 cash prizes by buying any five cases.
Kenny Nicholson, Irn-Bru brand director at supplier AG Barr, said: “Irn-Bru continues to go from strength to strength, and this year’s investment is accelerating that momentum. Our brand refresh has clearly increased rate of sale, and the return of Made in Scotland from Girders has hit a new wave of nostalgia, attracting the next generation of drinkers and peaking shopper engagement.
“With high impact sampling, unmissable promotions and continued investment behind the brand, we’re driving more shoppers than ever before to purchase, delivering another phenomenal year for the brand and our retail partners.”
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