SOFT drinks firm AG Barr is to spend £12 million marketing its brands in the run up to the Commonwealth Games.
The activity, which will cover Barr brands Irn-Bru, Strathmore, Barr and Rubicon, will include the company’s first on-pack promotion in the on-trade.
The ‘Cheer We Go’ promotion will launch in March on 330ml and 500ml formats of Irn-Bru, offering consumers the chance to win tickets to events at the Games.
AG Barr will support the promotion through a range of marketing activity, including radio ads, digital media activity and point of sale materials.
AG Barr head of marketing, Adrian Troy, said the firm’s investment in its brands will provide a “strong platform for licensees to forge even closer links with their customers”.
“Outlets will be able to capitalise on the unrivalled opportunity to drive soft drink sales before, during and after Glasgow 2014,” said Troy.