As part of £8m brand investment in 2025, IRN-BRU is launching a POS-led campaign that’s set to “disrupt the soft drinks category” and give consumers the chance to win a unique prize.
Shoppers will be in with a chance of winning one of four solid 18-carat-gold girders worth £10,000 each between 3 March and 29 April. There will also be thousands of other prizes on offer, including gold-plated keyrings and charms and digital coupons for free cans and bottles of IRN-BRU.
“This is a one-of-a-kind promotion from IRN-BRU with a one-of-a-kind prize on offer,” said Kenny Nicholson, Head of IRN-BRU Brand. “We will be reaching shoppers far and wide with a heavyweight campaign, including outdoor and digital advertising, experiential sampling and in-store marketing.
“We expect that demand for IRN-BRU will be absolutely sky high, so we encourage retailers to get prepared with full range availability throughout the eight weeks, whilst also making use of our disruptive and cheeky PoS to drive their IRN-BRU sales.”
A PoS kit will be available for retailers to maximise sales during the promotional period.
Shoppers can enter by scanning the QR code on POS, which will take them to a promotional website where they can enter the product barcode and batch code from their purchased pack. They’ll instantly be told whether they’re a winner or not, with prize fund refreshing every two weeks,
