AG Barr is building on its role as Proud Supporter of the Glasgow 2014 Commonwealth Games the largest event to be held in the UK in 2014 with a raft of marketing activity designed to boost sales across the soft drinks category. The company will be investing £12m in its biggest ever multi-brand marketing programme in the run-up to Glasgow 2014, which is expected to attract a UK TV audience of 42 million across 11 days in July/August.
AG Barr will be focusing its activity on its four best-selling brands: Irn-Bru (Official Soft Drink of Glasgow 2014), Strathmore (Official Water of Glasgow 2014), the Barr brand (Official Soft Drink of Glasgow 2014 and Official Cola of Glasgow 2014) and Rubicon (Official Juice Drink of Glasgow 2014).
An on-pack promotion will get underway next month, which will give consumers the chance to win a range of tickets to see their heroes in action at the Commonwealth Games.
Called Cheer We Go, the promotion will be backed by a heavyweight digital media campaign (plus radio in Scotland) and extensive in-store support via dedicated point-of-sale material.