IRN-BRU kicks off ‘Ultimate Match Day Experience’ on-pack
Friday August 28, 2015 at 9:14am
AG Barr’s IRN-BRU carbonated soft drink brand is offering football fans the chance to win the “Ultimate Match Day Experience” this autumn in a new promotion marking its partnership with the Football League. In March, AG Barr signed up IRN-BRU as the Official Soft Drink Partner of The Football League, including the Scottish Professional Football League, for the next three years. ‘Ultimate Match Day Experience’ is the brand’s first national football on-pack promotion and starts next month. Over the course of 10 weeks, IRN-BRU is offering fans the chance to win VIP match packages for any Sky Bet Football League fixture or Ladbrokes SPFL match. In addition, football fans will be able to win exclusive branded footballs. The on-pack promotion forms part of a £6m marketing investment for the IRN-BRU brand, which is valued at £103m. Adrian Troy, head of marketing at A G Barr, says: “Football is a national passion and our on-pack will drive shoppers to the fixture in the search of winning packs. Retailers will be able to generate excellent visibility in-store with the PoS we are providing and capitalise on the increased demand for the brand.” The promotion will run on 500ml big cans and 500ml x 4 multipack cans, both regular and sugar-free.