As part of a £8m investment this year, A.G. Barr-owned IRN-BRU is launching its largest ever national brand-building campaign, spearheaded by a new TV advert which brings back the ‘Made in Scotland from Girders’ strapline.
The campaign will continue to differentiate IRN-BRU from other carbonated drinks with the “IRN-BRU attitude and personality that the brand is famous for”. It will run across various media channels during August and September, including TV, digital, and social.
The ads will be supported by OOH and a national sampling campaign reaching 1 million shoppers, all backed by in-store activation.
Brand director, Kenny Nicholson, said: “Summer is already a traditionally strong sales period for IRN-BRU, which has the highest frequency, volume and repeat purchase of the UK’s top flavoured carbonates brands during summer.
“Our new ‘Made in Scotland from Girders’ campaign will super-charge that. Consumers can expect to see more of the same cheeky tongue-in-cheek creative that they love, and wholesalers and retailers can expect demand for Irn-Bru to reach an all-time high.”
