The overall campaign represents an investment of £2m, which will include TV and outdoor from May to July, with a major online launch on social networking sites.
“Irn-Bru Musical will create an exciting new addition to the brand’s heritage of memorable and iconic advertising,” said AG Barr commercial director, Jonathan Kemp. “The idea behind this campaign was for us to find out what would happen if Irn-Bru staged its own musical. It’s a hugely entertaining mix of quirky characters, down-to-earth humour and some really talented young Scots who have done an amazing job at bringing this whole idea to life.
“This is classic Irn-Bru advertising, based on our great tradition of poking fun at popular culture in a distinctly Scottish and maverick way, with the ultimate aim of giving Scottish audiences something to smile about.
“We had a successful 2008 and we’re excited about the prospect of continuing this momentum in 2009. Our advertising always has a major impact on sales, and we recommend our customers stock up to be ready for uplift in sales through the summer.”
Irn-Bru is now worth more than £93m* at retail and has grown by £3m* in the past year. The brand is the largest ‘flavoured carbonate’ in Scotland and is challenging for the No 1 position in Great Britain.
In February, Diet Irn-Bru launched its sugar-free outdoor campaign across Scotland, highlighting the sugar-free benefit of the brand. The results have been phenomenal, with a 16%** uplift in value sales in Scotland post-campaign.
Irn-Bru’s sponsorship of Rugby League and Sky Sports coverage of Super League will also raised the profile and visibility of the drink across the UK by reaching more than 10 million viewers through the 60 live games to be broadcast during the 2009 season.
The brand will also continue its partnership with The Irn-Bru Scottish Football League Divisions 1, 2 and 3, which hold 30 clubs throughout the length and breadth of Scotland.
Adrian Troy, head of marketing at AG Barr, said: “The overall carbonates market is back in growth, achieving 4% value* growth and delivering results well ahead of total soft drinks. This growth reflects a continued consumer trend back to carbonates, and Irn-Bru is one of the key brands driving growth back into this sector. With our combined marketing initiatives in 2009, we look forward to another successful year.”
*Nielsen Scantrack MAT w/k end 21st March 2009.
**Nielsen Scantrack 4 Weeks end 21st March 2009.
Source: AG Barr
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