Market research
AG Barr is to invest GBP6m (US$8.6m) in a new Irn-Bru campaign that harks back to the brand's marketing heritage.
Barr's new Irn Bru packaging is rolling out now
The new push marks the return of Irn-Bru strongman character - Adam Brown - and features references to girders similar to those used in advertising in the 1970s and 80s. It will support the roll-out of new retro-style Irn-Bru packaging that also includes Brown and a girder motif.
Despite the nod to the past, Scotland-based Barr said the new campaign has a "modern twist" and will target soft drinks consumers throughout the UK. The investment will also include Irn Bru's partnership with The Football League and the Scottish Professional Football League.
"Our three-year game plan is for Irn-Bru to become footfall fans' favourite soft drink and we're going to do this by bringing the brand's unique personality to the game and its fans," said Adrian Troy, AG Barr's head of marketing.
In full-year results released last month, declining costs helped Barr post double-digit profits growth despite a slight fall in sales.
Sectors: Marketing – advertising & promotions, Soft drinks, Water
Companies: AG Barr
