Irn Bru ad takes high school musical theme

AG Barr is launching a musical-themed advertising campaign for its flagship soft drink brand Irn Bru.

The ad, created by the Leith Agency, forms part of a £2m marketing investment for the brand between May to July. Activity will include outdoor and a major online presence on social networking sites.

The TV ad is set in the fictional Auchendookit Senior High, which shows students performing their own Scottish musical number.

It will premier on ITV Scotland on May 5 during the Champions League semi final match.

The new ads follow the launch of an outdoor campaign in February for Diet Irn-Bru, which highlighted the sugar free benefit of the brand.

According to Nielsen data, Irn Bru is now worth over £93m in retail terms and has grown by £3m in the past year. It is the largest flavoured carbonate soft drink in Scotland.

AG Barr head of marketing, Adrian Troy, says: “The overall carbonates market is back in growth achieving 4% value growth and delivering results well ahead of total drinks. This growth reflects a continued consumer trend back to carbonates and Irn Bru is one of the key brands driving growth back into this sector.”

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