As part of an £8m brand investment in 2025, Irn-Bru has unveiled a POS-led campaign that gives consumers the chance to win a solid gold girder.
There are four of the 18-carat girders, each worth a whopping £10,000, up for grabs in the competition, which runs between 3 March and 29 April. Thousands of other prizes are available, including gold-plated keyrings and charms, and digital coupons for free cans and bottles of the nation’s favourite juice.
A POS kit is available for retailers to create a bit of in-store theatre and maximise the sales opportunity.
Shoppers can enter by scanning the QR code on POS which will take them to a promotional website where they can enter the product barcode and batchcode from their purchased pack. They’ll instantly be told whether they’re a winner or not. The prize fund will refresh every two weeks so consumers are encouraged to try again.
Kenny Nicholson, Head of Irn-Bru Brand, said: “This is a one-of-a-kind promotion from Irn-Bru with a one-of-a-kind prize on offer. We will be reaching shoppers far and wide with a heavyweight campaign, including outdoor and digital advertising, experiential sampling and in-store marketing.
“We expect that demand for Irn-Bru will be absolutely sky high, so we encourage retailers to get prepared with full range availability throughout the eight weeks, whilst also making use of our disruptive and cheeky PoS to drive their Irn-Bru sales.”
