National Trade Image Reg XTRA 500ml

Irn-Bru is to launch football-themed promotional packs giving shoppers the chance to win branded supporters’ toolkits throughout the summer tournament.

Backed by a £2m brand investment, Irn-Bru will be activating the new packs with a marketing campaign that includes TV, Outdoor and digital advertising while POS toolkits are available for retailers to create stand out in store and at fixture.

Commercial director at Barr Soft Drinks Jonathan Kemp said: “Irn-Bru is proven to drive the category around big sporting events. During the World Cup, the brand delivered +10% incremental category volume and it was the second biggest national brand at the last Euros.

“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.”