In its biggest ever on-pack promotion, the UK’s number one flavoured carbonate* will whisk away ten lucky winners with 3 guests each for the holiday of a lifetime on a remote island off the west coast of Africa. 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 and 18 x 330ml cans. It runs from mid-July until the end of September, with the lucky winners flying to BRU-ISLAND the following month.
“This phenomenal promotion will drive shoppers to the soft drinks fixture in search of the BRU-ISLAND prize-winning packs. Retailers will be able to generate plenty of visibility in-store with the POS we’re providing to capitalise on the demand that BRU-ISLAND will generate,” says Jonathan Kemp, A G Barr’s Commercial Director.
This promotion will be complemented by consumer press, extensive online activity and an impactful selection of themed in-store POS featuring Louis and Patricia, the latest phenomenal IRN-BRU characters, who will welcome us to BRU-ISLAND with the usual IRN-BRU twist.
Last year IRN-BRU ran ‘BRU-JET’ which was the most successful IRN-BRU on-pack promotion ever, resulting in a sales uplift of 22% vs. the previous year,**. This year’s BRU-ISLAND promotion is projected to deliver even more.
IRN-BRU is enjoying phenomenal growth, with sales up 13% vs last year*** and BRU-ISLAND is expected to continue this fantastic momentum.
Our advice to the trade couldn’t be clearer: Stock up, and set sales this summer for BRU-ISLAND!
* Source: Nielsen Scantrack, MAT to 28/04/12, Total Impulse
** Source: Nielsen Scantrack, Value Sales, MAT to 01.10.11, Total GB
*** Source: Nielsen Scantrack, Value Sales, MAT to 28.04.12, Total Impulse
A G Barr