IRN-BRU is investing £8m in brand activity as it looks to build on the sales momentum generated by last year’s packaging refresh.

The AG Barr-owned soft drink will bring back its “Made in Scotland from Girders” masterbrand campaign across TV, broadcaster video-on-demand, social media and out-of-home advertising throughout August and September.

The creative was unveiled last summer, reviving the brand’s well-known strapline after almost 40 years. This year’s campaign will be supported by nationwide sampling activity, with more than 850,000 cans set to be distributed.

IRN-BRU is also launching consumer and wholesale promotions to mark its 125th anniversary. Shoppers purchasing any IRN-BRU pack can enter to win a £125 cash prize every 125 minutes, while wholesale customers buying five cases can compete for one of 125 £125 prizes.

AG Barr said IRN-BRU was outperforming the wider carbonates category for value growth, with the brand accounting for one in every two flavoured fizzy drink cans consumed in Scotland.

The company added that the refreshed range had outperformed the other flavoured carbonates category in England and Wales since its introduction. IRN-BRU Zero is also growing 71% faster than the low-calorie carbonates sector, according to the supplier.

IRN-BRU brand director Kenny Nicholson 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.”

Retailers are being encouraged to maintain availability across IRN-BRU’s core range, including IRN-BRU Zero, and use the accompanying point-of-sale materials to target impulse purchases.

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