AG Barr has revealed it is backing its sponsorship of the 2014 Commonwealth Games with its biggest-ever marketing investment.

The Scottish soft drinks business is spending £12m on activities around the event, which takes place in Glasgow from 23 July to 3 August. Its four bestselling brands - Irn-Bru, Strathmore water, Barr and Rubicon - were set to benefit from six months of support around the games, said commercial director Jonathan Kemp.

“Glasgow 2014 will create a feelgood factor throughout the UK and we’ll be enabling retailers to engage with shoppers,” he said, adding that the nationwide appeal of the games was underlined by the fact 43% of tickets had been bought outside Scotland.

Barr’s marketing kicks off in March with on-pack promotion Cheer We Go, which will run on two-litre, 500ml and 330ml packs of regular and sugar-free Irn-Bru and offer the chance to win tickets to the games.