Summer is key to the entire soft drinks market with the total category indexing at +11% between May and September.*1 To help retailers maximise this profit opportunity, A G Barr is launching its hottest ever on-pack promotion for IRN-BRU, BRU-SKIES.
IRN-BRU, the number one Scottish grocery brand*2, is giving consumers the chance to win one of over 5,000 prizes every day, including cash amounts of up to £100 and thousands of pairs of bespoke BRU-SHADES.
The promotion will feature on a number of IRN-BRU regular and sugar-free SKUs including 500ml and 2 litre bottles and multipacks of 8 x 330ml cans. It runs from the beginning of June until the end of August.
BRU-SKIES follows the success of last year’s BRU-ISLAND on-pack promotion which resulted in sales of over £14 million*3 and a 11% year on year increase over the summer months.*4 This year’s promotion will be supported by a dedicated radio campaign, fronted by the latest IRN-BRU weatherman character, Alan McCloud, who will deliver the usual IRN-BRU twist.
“BRU-SKIES is set to be our biggest ever on-pack promotion. With over 5,000 opportunities to win, this promotion will be driving shoppers to the fixture in record numbers in the search for winning packs,” said Adrian Troy, Head of Marketing at A G Barr.
“Retailers will be able to generate excellent visibility in-store with the POS we are providing, helping to capitalise on the increased demand BRU-SKIES will generate.”
BRU-SKIES forms part of the brand’s £2m investment in IRN-BRU which includes 3 popular TV adverts and social media support.
Troy concludes: “Our consistent investment in IRN-BRU has created a unique brand which is loved and trusted by Scottish consumers – and will be strengthened further by the BRU-SKIES promotion.”
“With such a heavyweight support package for IRN-BRU our advice to the trade couldn’t be clearer: Stock up on all formats, and brighten up your sales this summer with BRU-SKIES!”
Source *1: Nielsen Scantrack, Value Sales, 2012, Total UK Coverage (Summer months versus rest of the year)
Source *2: Kantar Worldpanel, MAT to 13.05.12
Source *3: Estimated Retail Value based on AG Barr Internal Sales Data
Source *4: AG Barr Internal Sales Data
Website: www.irn-bru.co.uk/ Trade Enquiries: 01204 664295 
