AG Barr is set to deliver growth in the UK’s £758 million flavoured carbonates category*1 with a £6 million marketing investment in IRN-BRU, the UK’s No.1 flavoured carbonate brand.*2
The sustained marketing drive will be spearheaded by a national TV campaign which breaks in April and runs for 3 months. The announcement coincides with IRN-BRU becoming the Official Soft Drink Partner of The Football League.
The three year deal involves clubs across the Sky Bet Championship, League One and League Two and will kick-off during this year’s Play-Offs.
Adrian Troy, Head of Marketing at AG Barr, said: “IRN-BRU has always been a big supporter of football but this landmark deal signals our biggest season yet.
“We’re delighted to be partnering with The Football League to build on the popularity of our brand in England and to share our passion for football with fans and their communities right across the country.”
Shaun Harvey, Chief Executive of The Football League, said: “We are delighted to be entering into a partnership with a brand that is as well established and popular as IRN-BRU. I am sure our clubs will welcome the opportunity to work with a company that has such a successful track record in football sponsorship.”
Ben Wright, Commercial Director at The Football League, said: “Having seen the strength and personality of IRN BRU’s activation history, we felt a partnership would deliver the perfect fit, and activation platform, to drive the visibility and engagement of both brands to fans right across the country.”
The new partnership with The Football League is the biggest ever for IRN-BRU in terms of its scale and enhances IRN-BRU’s rich heritage of sports sponsorship which also includes the Scottish Professional Football League (SPFL).
Meanwhile, the new TV commercials which break in April will be unveiled in the hugely popular IRN-BRU ‘Gets You Through’ campaign which is the most successful advertising campaign in the brand’s history. The new adverts will be supported by extensive digital support and video on demand.
“IRN-BRU is an incredibly strong brand in Scotland and we have invested heavily in the north of England in recent years where IRN-BRU is now drunk by one in four 16-year-olds.*3 This has delivered significant growth in flavoured carbonates and we’re now extending this support to a fully nationally basis which will continue this category growth,” says Adrian Troy, AG Barr’s Head of Marketing.
“We know that the ‘Gets You Through’ campaign really appeals to IRN-BRU’s core target market,” adds Troy. The adverts reflect the cheeky, maverick attitude for which IRN-BRU is well-loved and reinforces the message that whatever life throws at you, IRN-BRU ‘Gets You Through.
“’Gets You Through’ advertising has generated over 10 million YouTube views and has been a major factor in IRN-BRU growing by 14% in the North of England*4 which, in turn, has driven the growth of flavoured carbonates. IRN- BRU was voted the UK’s No.1 digital brand for 2014,*5 engaging with consumers right across the UK to drive brand awareness which provides a really strong platform for national expansion.”
Consistent investment in IRN-BRU has built shopper loyalty that drives incremental category sales and this heavyweight brand support plan will create lots of shopper demand for IRN-BRU. Retailers nationally should stock up on both the regular and sugar free variants to make the most of this huge sales opportunity.
*1 Nielsen Scantrack, Value Sales, MAT to 03.01.15, Total Coverage
*2: Nielsen Scantrack, Vol Sales, MAT to 03.01.15, Total Impulse
*3: TNS Data, February 2014
*4: Nielsen Scantrack, Value Sales, MAT to 19.07.14, North of England Regions
*5: Social Brand 100 Index in conjunction with the Grocer
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