IRN-BRU, the No1 flavoured carbonate brand in GB*, is set for another phenomenal year with a £15m national sales and marketing campaign, the biggest ever single investment in the brand, in order to accelerate growth in England & Wales whilst maintaining its dominance of the Scottish market.
IRN-BRU is an immensely successful brand in Scotland, where it is consumed by more people than any other soft drink in Scotland**. It is also in excellent MAT growth in England & Wales at +18% value*** in a market growing at +5%**** value demonstrating the massive consumer momentum and appeal behind the brand.
In order to accelerate this momentum in England & Wales, IRN-BRU has a series of key initiatives. The first of these initiatives is the much anticipated launch of IRN-BRU’s new 60 second TV commercial which will run throughout the summer as part of a multimedia campaign. The new advert broke earlier this month and will be the brand’s first TV advertising outside Scotland for a number of years.
IRN-BRU Head of Marketing Adrian Troy believes the new advertising campaign is IRN-BRU advertising at its edgy and entertaining best. He commented: ‘We wanted this new campaign to reflect the phenomenal qualities and appeal of IRN-BRU, and the power that the drink has to lift people’s moods and brighten their day.
‘It uses a compelling mix of live and animated action, and is a return to the classic and maverick IRN-BRU advertising that has brought the brand such iconic status over the years. IRN-BRU advertising always creates increased consumer interest and demand for the product and we would encourage all shopkeepers to stock up on the range of IRN-BRU packs available to meet the anticipated uplift in sales. We will be supporting shopkeepers with new impactful IRN-BRU POS and a range of IRN-BRU promotions through the summer.’
The other initiatives in England & Wales will include an outdoor campaign, a sampling campaign and the continuation of IRN-BRU’s sponsorship of the Rugby Football League Super League and its broadcast sponsorship of Sky Sports’ Rugby Super League coverage. The Sky Sports sponsorship is on air for 40 weeks of the year and reaches over 5 million viewers, providing excellent visibility and awareness for IRN-BRU in England & Wales.
The new advert introduces audiences to a maverick IRN-BRU ‘Pied Piper’ and a cast of animated animals, who dance to his merry tune through country lanes and villages, demonstrating his phenomenal animal magnetism after taking a swig of the iconic drink! But in true IRN-BRU style the advert’s chirpy music and sun-dappled backdrop also lead the viewer on a merry dance… as all is not what it seems….
* Source: Nielsen Total GB Volume Share 26wk ending 20th March 2010
** Source: TNS Scottish Opinion Survey – August 2009
*** Source: Nielsen Total IRN-BRU England& Wales MAT Value sales 20th March 2010.
**** Source: Nielsen Total Flavoured Carbonates England & Wales Value 20th March 2010
Advert available at…
For an instant view of the new campaign, people can visit www.irn-bru.co.uk, where they will also have the chance to download the campaign’s music as a free ringtone for mobile phones.