AG Barr plans ad push for Strathmore water

AG Barr is launching a £1m advertising push for its Strathmore spring water with the aim of boosting its appeal. It is the company’s first major marketing investment since it acquired the brand in June last year.

A TV campaign, which has been created by The Leith Agency, will break this month, to be supported by outdoor work and an on-pack promotion. It aims to position the brand against rivals Volvic and Evian, which are both owned by Danone.

AG Barr commercial director Jonathan Kemp says the focus of the marketing spend will be in Scotland. He says: “Looking at the market, Scottish people like drinking Scottish water, so our marketing spend will focus there”.

But he adds that despite the new investment in marketing, there are no plans for a “big overhaul” of the brand.

The company acquired the water brand for £15m from US drinks company Constellation last year. It is the fourth largest water brand by retail value, but the market is an increasingly competitive one.

It appointed Edinburgh-based The Leith Agency to handle advertising earlier this year, without a pitch. The agency already worked on the company’s Irn-Bru brand.