Five million ‘Heritage Cans’ will be produced, enough for everyone in Scotland, so that the whole nation can celebrate this unique piece of history. The Heritage Can features the Irn-Bru logo design first introduced in 1947 when the spelling of Barrs Iron Brew was changed to Barrs Irn Bru for the first time.
Its introduction will enable the drink to maintain its phenomenal sales success, where the brand is adding more than £4m of sales growth to the Soft Drinks Market in Scotland every year. In 2009, Irn-Bru is backed by a £12m brand investment that includes national TV advertising and the high profile sponsorships of the SFL and RFL Super Leagues, with coverage on Sky Sports.
The Heritage Can launch will be supported by the re-screening of one of the brand’s most iconic adverts. The ‘Steamroller’ advert from the famous ‘Made in Scotland from girders’ campaign of the 1980s will be screened on STV for one week from 2 September. In-store merchandising materials will also be produced to support the launch at point of purchase.
“In the year of Homecoming, the Heritage Can will provide a major opportunity for Scottish stockists to generate incremental sales and boost their profits at this important time of the year,” said AG Barr commercial director, Jonathan Kemp. “It will stimulate additional interest in the soft drinks fixture and in Irn-Bru in particular, backed by classic TV advertising which will really stir the emotions.”
Marie Christie, project director, Homecoming Scotland 2009, added: “This exciting pack is a fitting contribution to Scotland’s Homecoming celebrations. This year, we’re celebrating Scotland’s greatest achievements in culture and in its social and economic heritage. The Heritage Can is a great addition to the celebrations for Irn-Bru fans in Scotland and around the world.”
The Heritage Can will also feature prominently at another event that forms part of Homecoming Scotland. The Irn-Bru Can Clan event at Glasgow Green on 13 September will attempt to break the world record for the world’s largest Can Can. Popular band The Zutons will entertain the crowd and everyone attending will receive a free Irn-Bru limited edition can.
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