IRN-BRU back on TV with Snowman sequel
IRN-BRU is returning to the nation’s TV screens with a sequel to the original IRN-BRU Snowman, Scotland’s best-loved Christmas TV advert.
The new advert breaks on December 1st, heralding the start of the festive season for many Scottish consumers.
“Since it was first aired 12 years ago, the IRN-BRU Snowman has become synonymous with Christmas in Scotland and consumers will be intrigued and excited to see what happens next in this iconic, much-loved story,” says Adrian Troy, Marketing Director at Barr Soft Drinks.
The TV advert is on air for the whole of December and will be supported by a high-impact media campaign incorporating PR, digital and social media as part of a £2 million Christmas brand investment.
The TV advert breaks as sales of IRN-BRU in Scotland are at an all-time high, with value sales up 11% year-on-year*2, driven by the 3 variants of IRN-BRU (regular, sugar free and XTRA) appealing to different drinkers.
IRN-BRU regular continues to grow, up 8%*2 while IRN-BRU sugar free is Scotland’s best-selling low-calorie flavoured carbonate*3, growing at 10%.*2 IRN-BRU XTRA has been a phenomenal success, generating over £19 million of additional sales for Scottish retailers since it was launched*4 and currently growing at 47%*2
The strong brand performance is highlighted by the fact that IRN-BRU has driven more than half the entire flavoured carbonates category growth in Scotland.*2
“It’s against this really strong backdrop that our Snowman sequel goes on TV and we’ll be maintaining the feel-good factor throughout December. Consumers can enjoy IRN-BRU as an integral part of their seasonal celebrations,” adds Troy.
*1: Kantar Worldpanel, Value Sales, Take home non-alcohol brands, MAT to 21.05.17, Total Scotland
*2: IRI Marketplace, Value Sales, MAT to 07.10.18, Scotland Convenience
*3: IRI Marketplace, Value Sales, Low Calorie Carbs, MAT to 07.10.18, Scotland Convenience
*4: IRI Marketplace, Value sales since launch, Total Scotland