IRN-BRU XTRA is rolling out two limited edition summer flavours to help retailers maximise soft drinks during the seasonal sales peak.
The new Tropical and Ice Cream variants will be available from 9 May, launching in a 69p PMP for impulse retailers and plain can multipack for grocery.
“We know that summer is a key period for soft drinks and new flavours are driving growth in carbonates. Last year flavour innovation brought in £32m to the total category and around a third of this was throughout the summer months,” said Adrian Troy, Marketing Director at Barr Soft Drinks.
IRN-BRU XTRA delivers a 12% increase in sales value over the summer months and is currently outperforming the low-calorie carbonate market.
Troy added: “This is an unmissable opportunity for retailers. Our limited edition flavours always build excitement with shoppers, who can’t wait to pick it up it while they can.
“We also have an attention-grabbing media plan that will get consumers really excited about these flavours. We’ll be reaching 94% of 16-24s at least 45 times throughout the campaign with outdoor posters, influencer activity and social media content, so we know that they’ll be in even higher demand.”
NAM Implications:
- ‘Limited edition’ of an iconic brand can create scarcity appeal.
- And the Summer launch should optimise any demand.
- Worth a look…
