Barr Soft Drinks is investing £6m in its Irn-Bru flavoured carbonate brand, with a new campaign that will urge shoppers to ‘get some Irn in you’.

The national campaign will be spearheaded by two new adverts which break in April, with the Irn-Bru attitude and personality that the brand is famous for. The campaign will run across a number of media channels, including TV and digital channels targeting 16-34 year old carbonates consumers.

“Irn-Bru’s success has been built on the back of award-winning adverts that consumers love and this campaign will be no different. We’ll be encouraging people to have the metal and confidence to go about their lives with a bit more attitude and to live life as they want to, by getting some Irn in them,” said Adrian Troy, marketing director at Barr Soft Drinks.

“Not only will the new campaign entertain and engage consumers, it will help drive the overall carbonates category as we lead into the key spring-summer period.”

Retailers are being offered point of sale material to create in-store/in-depot theatre and drive incremental sales during the campaign.