IRN-BRU set to strike soft drinks sales gold with new campaign

Kicking off an £8m brand investment in 2025, IRN-BRU, the UK’s third biggest flavoured carbonate brand, is launching a huge POS-led campaign that’s set to disrupt the soft drinks category and give consumers the chance to win a truly unique IRN-BRU prize.

IRN-BRU shoppers will be in with a chance of winning one of four solid 18-carat-gold girders worth £10,000 each between 3 March and 29 April. There will also be thousands of other prizes on offer, including exclusive gold-plated keyrings and charms and digital coupons for free cans and bottles of IRN-BRU.

A full and high-impact PoS kit will be available for retailers to maximise sales during this key limited period, where demand will be at its peak.

“This is a one-of-a-kind promotion from IRN-BRU with a one of a kind prize on offer," said Kenny Nicholson, Head of IRN-BRU Brand. "We will be reaching shoppers far and wide with a heavyweight campaign, including outdoor and digital advertising, experiential sampling and in-store marketing.

“We expect that demand for IRN-BRU will be absolutely sky high, so we encourage retailers to get prepared with full range availability throughout the eight weeks, whilst also making use of our disruptive and cheeky PoS to drive their IRN-BRU sales.”

Shoppers can enter by scanning the QR code on POS which will take them to our promotional website where they can enter the product barcode and batch-code from their purchased pack. They’ll instantly be told whether they’re a winner or not and the prize fund will refresh every two weeks so that consumers are encouraged to try again.

Retailers can their PoS kit here to create in-store theatre and maximise this sales opportunity.