Irn-Bru Xtra is rolling out two limited edition flavours, following the success of last year’s Tropical and Ice Cream products, to help retailers drive demand and build excitement ahead of the summer.
Irn-Bru Xtra Raspberry Ripple and Wild Berry Slush will both be available from March 18, in a 75p price-marked can for impulse retailers and a plain can and multipack for grocery.
“Last year’s Irn-Bru Xtra limited editions were a massive success, delivering £29m to the category as well as a 30% uplift in the core Irn-Bru Xtra variant (IRI),” said Jonathan Kemp, commercial director at Barr Soft Drinks.
“This is an unmissable opportunity for retailers as our limited edition flavours always build excitement with shoppers, who can’t wait to pick it up while they can.
“We also have a heavyweight media plan that will get consumers really excited about these flavours. We’ll be reaching 93% of 16-24s at least 11 times throughout the campaign with outdoor posters, influencer activity and social media content, so we know that they’ll be in even higher demand.”.
Retailers are advised make use of the Limited Editions’ eye-catching pos material to create in-store theatre and attract shoppers to the fixture and drive their sales.
