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£6 Million Investment in IRN-BRU
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.
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