Brands

£6 Million Investment in IRN-BRU

New packaging reflects IRN-BRU's most iconic symbol of the last 100 years.

17/03/16

AG Barr is investing £6 million in IRN-BRU, the UK’s No.1 flavoured carbonate*1, with a programme of activity that will spearhead its plans to drive growth of the UK’s £251 million*2 flavoured carbonate impulse category.

The new packaging reflects IRN-BRU’s most iconic symbol of the last 100 years – the girder – with a modern twist. IRN-BRU’s original strongman – Adam Brown – will also feature on-pack, drawing consumers’ attention to the brand’s rich history and heritage.

We’re backing the rollout of the new pack designs, which retain the instantly recognisable IRN-BRU orange and blue colours, with our biggest ever marketing campaign to drive shopper awareness and demand to new levels.

Adrian Troy, Marketing Director

The programme builds on IRN-BRU’s position as the biggest flavoured carbonate advertiser in 2015, accounting for 35% of total advertising spend within the category*3.

Sources:
*1: IRI Marketplace, Vol Sales, OFC’s, MAT to 31.01.16, GB Convenience
*2: IRI Marketplace, Value Sales, MAT to 31.01.16, GB Convenience
*3: AC Nielsen , MAT to 31.12.15