AG Barr has unveiled its first marketing push for Irn-Bru aimed at consumers outside Scotland.
The £3m campaign part of a £15m annual investment in the brand kicks off with a TV ad that breaks on Monday and will run for three months. Combining live action and animation, and with a style reminiscent of vintage seaside postcards, the ad depicts a young couple trying to outwit each other to get their hands on a can of Irn-Bru.
"The ad starts a summer-long campaign that will reinforce Irn-Bru's position as a growing 'national' brand," said AG Barr marketing chief Adrian Troy.
Sales of Irn-Bru have risen 3.4% y-o-y in Scotland to £71.2m, and 6.5% to £26.5m in England and Wales [Nielsen 52w/e 19 March 2011]. The company said consumer penetration was 64% in Scotland and 17% in England and Wales.
The £3m campaign part of a £15m annual investment in the brand kicks off with a TV ad that breaks on Monday and will run for three months. Combining live action and animation, and with a style reminiscent of vintage seaside postcards, the ad depicts a young couple trying to outwit each other to get their hands on a can of Irn-Bru.
"The ad starts a summer-long campaign that will reinforce Irn-Bru's position as a growing 'national' brand," said AG Barr marketing chief Adrian Troy.
Sales of Irn-Bru have risen 3.4% y-o-y in Scotland to £71.2m, and 6.5% to £26.5m in England and Wales [Nielsen 52w/e 19 March 2011]. The company said consumer penetration was 64% in Scotland and 17% in England and Wales.
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