Market research
AG Barr has lined up a GBP5m (US$6m) marketing push in the UK, to support the roll-out of its Irn-Bru Xtra brand extension.
Irn-Bru Xtra is the company's first permanent new Irn-Bru variant in 35 years
Having launched Xtra in Scotland last year. the company said today that the campaign will support a wider, UK roll-out for the sugar-free "fuller flavour" Irn-Bru variant. Marketing activity includes advertising on digital and social media as well as a TV campaign.
AG Barr also announced a two-year partnership with Sky Sports' football programme Soccer AM. The activity follows on from the company's continued tie-up with The Football League and the Scottish Professional Football League.
Irn-Bru Xtra will be available in a range of pack formats including 33cl cans (singles and multipacks), 50cl and 2-litre PET and 75cl glass bottles, in both plain and price-marked options.
Irn-Bru Xtra is the company's first permanent extension of its flagship Irn-Bru brand in 35 years.
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Sectors: Marketing – advertising & promotions, Soft drinks, Water
Companies: AG Barr
