IRN-BRU BACK ON TV IN SCOTLAND WITH ICONIC SNOWMAN ADVERT

IRN-BRU, the No.1 Scottish grocery brand^*1, is returning to Scotland’s TV screens again this year with the IRN-BRU Snowman, the nation’s best-loved Christmas TV advert.

The advert will be on air from 1st December, heralding the start of the festive season for many Scottish shoppers, and will be running throughout the month supported by special festive packs and multipacks across all three variants.

Scottish shoppers readily associate Christmas with the IRN-BRU Snowman, creating a feel-good factor which translates into increased demand in the run-up to the festive period, when carbonates are already a key profit driver for retailers.

Soft drinks are increasingly important to retailers at Christmas, showing continuous year on year growth and delivering an extra £14m worth of sales last year^*2. 

Offering value will be ever more important this year. Shoppers associate IRN-BRU with quality and value for money, and we expect bigger take home packs to be even more popular this festive season.

35% of shoppers will stock up early this Christmas^*3, so ensuring that you have the right ranges fully stocked throughout the month of December is also crucial.

The infamous TV advert will be supported by a high-impact digital and social media campaign and forms part of a £6 million 2022 brand investment.

We recommend retailers prominently display all variants of IRN-BRU Regular, Sugar Free, XTRA and 1901 formats. They should also try to make use of our impactful Snowman-branded POS, to create in-store theatre and drive incremental category sales.

Sources:
*1: Kantar 52 w/e 04.09.22 Scotland 

Produced for Scottish Grocer and different to the Kantar Brand Footprint, which measures brand frequency and penetration (consumer reach points)

*2: IRI Marketplace, Value Sales, 12 wks to 15.12.21, All Outlets

*3: IGD Christmas Predictions and Shopper Sentiment studies March ’22