“Irn-Bru, the UK’s number one flavoured carbonate brand, is ideally placed to respond positively to shoppers’ changing attitudes,” said Adrian Troy, AG Barr marketing director.
“Irn-Bru XTRA performed exceptionally well in consumer research among low-calorie drinkers as well as drinkers of regular carbonates, and provides a great tasting additional low calorie choice on the fixture.”
Since its launch in Scotland last August, Irn-Bru has sold over 23 million cans, and in a trial in England, sales of Xtra delivered a 10% increase on total Irn-Bru sales.
Irn-Bru Xtra will be available in a comprehensive range of pack formats including 330ml cans (singles and multipacks), 500ml and 2 litre PET and 750ml glass bottles in both plain and price-marked options.
The launch will be backed by a £5m brand investment, which will engage with over 70% of the UK population throughout 2017.
The communications will be across a number of platforms, including national advertising from April – June, launching on digital and social media in April and then appearing on national TV from May.
As well as continued activation of its partnership with The Football League and the Scottish Professional Football League, Irn-Bru is strengthening its association with grass roots football by teaming up with Sky Sports flagship Saturday football programme, Soccer AM.
The two-year partnership, which will reach over 5 million football fans and deliver over £2m worth of TV exposure, involves Irn-Bru receiving extensive branding in each of the show’s 40 episodes per season.
“Soccer AM is firmly established as one of the UK’s most popular football entertainment shows and will give Irn-Bru massive, long-running exposure with the nation’s football fans,” said Troy.