UK: AG Barr Diet to become Sugar Free
The four-week Irn-Bru multimedia campaign will begin on 14 February in Scotland
AG Barr is to launch an advertisement in the UK for its Irn-Bru Diet drink to coincide with the change of name to Irn-Bru Sugar Free.
The advert, AG Barr said today (19 January), will be the first time the brand has appeared on television in the country in five years. The name change will take effect from this month and does not involve a change in recipe, it said.
The introduction of Irn-Bru Sugar Free will be supported by a marketing campaign to highlight the packaging re-design. The four-week multimedia campaign, will begin on 14 February in Scotland and will include an advert and a two-week outdoor campaign.
Jonathan Kemp, AG Barr's commercial director, said: "Diet Irn-Bru has always been sugar-free and, after two years of successful campaigns reinforcing the sugar free benefit, we feel now is the right time to make this name change. We are seeing a growth in the low calorie soft drinks market."
Last month, the firm recorded an increase in third-quarter sales, and said it remains confident of delivering its plans for the full-year.
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