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Irn-Bru embraces tournament virgins

WITH AN ESTIMATED 1.4M SCOTS ABOUT TO DO SOMETHING THEY'VE NEVER DONE BEFORE – WATCH SCOTLAND AT A MAJOR CHAMPIONSHIPS – IRN-BRU IS EMBRACING THESE TOURNAMENT VIRGINS

Irn-Bru estimates that around 1.4 million Scots are about to collectively experience something they’ve never experienced before: Scotland reaching the finals of a major football tournament. The brand is getting behind these ‘Tournament Virgins’ with a typically irreverent new campaign.

Irn-Bru is pledging to help prepare all tournament virgins for the momentous occasion of cheering on the men’s team at a major competition for the first time in 23 years.

To kick things off, Scotland’s favourite soft drink has launched two brand-new films on Irn-Bru socials. The first captures a teen girl, cringing at her mum’s insistence of having a ‘mother daughter chat’ in her bedroom about her ‘first time’. The cringe turns to shock as her mum explains that she had her first time with her Aunt Helen in France back in 1998 – before cutting to reveal that she is talking about going to the World Cup.

The second film, coming soon, features a couple sitting together on the couch, with one of the men talking about being more ‘experienced’ while his partner seems nervous to have his ‘first time’… before revealing they’re getting ready to watch the Scotland game at kick-off on TV.

The films end with a question to the viewer – will this be your first-time seeing Scotland at a major competition? Enjoy it with an Irn-Bru.

In honour of Scotland’s summer of football, Irn-Bru has also launched a full range of new can designs featuring iconic phrases that Scots will hopefully be shouting from the rooftops come the first Scotland game on 14 June. They include ‘YA DANCER’, ‘YES SIR’, ‘BOOGIE’, ‘GET IN’, ‘BELTER’ and more.

Adrian Troy, Marketing Director at AG Barr, said: “We – along with the rest of the nation – could not be more excited to see Scotland back representing at the Euros this year and we’ve got a whole lot of surprise and delight moments planned to help the next generation lose their tournament virginity in fun, memorable ways.”

Tennent's 'Made For This'

SCOTLAND'S FAVOURITE LAGER IS BACKING THE SCOTTISH NATIONAL TEAM THIS SUMMER WITH ITS BIGGEST CAMPAIGN IN A DECADE

With excitement building for the Euros this summer across most of the UK, Scotland’s favourite lager is celebrating Scotland’s return to major tournament football for the first time in 23 years with a new ‘Made For This’ campaign’

Fronted by Scotland star Ryan Christie, the campaign is the biggest in a decade for Tennent’s with outdoor advertising also live across Scotland and multichannel through-the-line activity planned throughout the summer.

Over one million promotional packs of Tennent’s Lager will be available in participating retailers nationwide – the brand’s biggest ever promotion – with 4,500 prizes up for grabs including personalised Tennent’s football tops, mini footballs, captain’s armbands and vouchers for the Tennent’s online store.

Additionally, over 1,300 bars across the country will be decked out with Tennent’s football supporter kits including limited-edition glassware to celebrate the milestone occasion. Tennent’s is also making over £10,000 worth of limited-edition Tennent’s X SFA tops and stylish trainers available as bar staff incentives, exclusively for Tennent’s Lager customers.

Cameron Matthews, Tennent’s Senior Brand Manager, said: “We’ve stood shoulder-to-shoulder with Scotland supporters for almost 50 years – we’ve celebrated, we’ve commiserated, and together we’ve lived in hope that the national team would have another chance to shine. It’s been 23 years in the making but without a doubt, it’ll be worth the wait.

“We’re renowned around the world for what we bring to major tournaments, and this summer we’re ready to show everyone that we’re made for this. This campaign is a recognition of the scale of the occasion in front of us, and a celebration that we’re ready to return to the international stage.

“Some of us are fortunate enough to remember the last time we were there, while for others, this will be their first taste of following Scotland at a major finals – either way, we can’t wait to help make this summer the most memorable yet for Scotland fans as we raise a pint to whatever lies ahead.”

KAHLÚA

Kahlúa highlights its coffee credentials

LEADING COFFEE LIQUER BRAND KAHLÚA HAS LAUNCHED A NEW BOTTLE DESIGN WITH STRONGER COFFEE CUES AND A REDUCED ABV

Kahlúa, the number one coffee liqueur, has launched a new bottle design with stronger coffee cues together with a more contemporary brand image. The pack refresh is set to capitalise on the growth of the brand’s Original SKU, which has increased 90.6% [Nielsen, Mar 2021] in value over the last 12 months as consumers have embraced at-home cocktail making.

The new bottle design seeks to express the brand’s authenticity in a bold way, heroing coffee liqueur messaging with an emphasis on real coffee claims and Mexican provenance. It also features a new brand logo complemented by a matt label finish to enhance the modern look and drive on-shelf appeal.

Chris Shead, Off-Trade Channel Director at Pernod Ricard UK, said: “Kahlúa is in double-digit growth as consumers have been experimenting with serves such as the Espresso Martini at home, and the brand is set to continue this momentum with an eye-catching new look that will enhance its visibility on-shelf. The pack refresh is a natural evolution for the brand, and we’re confident it will attract coffee lovers and recruit incremental shoppers to the category.”

Along with the new bottle design, Kahlúa Original has reduced its ABV to 16% to address evolving consumer trends towards conscious drinking and lower-alcohol options, whilst offering the same rich and distinct flavour the coffee liqueur brand is known for. The new Kahlúa bottle is being rolled out across the off-trade this month and will be available from all major wholesalers.

Wholegrain & Go!

Ferrero has launched a new 55g wholegrain variant of its Nutella & Go! product, the first extension of the snack brand in five years. The new line contains 80% wheat and oat cereal sticks alongside a classic Nutella dip. RSP: £1.02

Gunning for growth

Innis & Gunn has unveiled a new look for its ‘Originals’ range, led by flagship beer ‘The Original’. The redesign and repackaging also takes in ‘Caribbean Rum Cask’ (formerly named Blood Red Sky) and ‘Irish Whiskey Cask’.

Feel even better

Nichols’ incubator brand Feel Good Drinks has announced that it has become the first soft drinks brand in the UK to become climate positive. The move is part of NIchol’s nine-year action plan to continuously reduce the carbon impact of the brand’s products.

Caribbean spirit

Edinburgh-based Harpalion Spirits has launched new rum brand, ‘Cabal’. The 43% ABV rum is created using both pot and column distillation techniques, with rums from Central America and the Caribbean then finished in Pedro Ximénez casks. RSP: £40

Graze boost

Graze has launched a new and improved Oat Boosts range with new packaging and two new flavours, Cherry Bakewell and Chocolate Cookie. The range of 4-packs contains at least 45% less sugar than the average cereal bar. RSP: £2.50

Tyrrell's on air

KP Snacks is launching a new £250,000 radio campaign for its premium snacking brand Tyrrells. The campaign features two ads and runs until 20 June. The first ad features new English Smoky Barbecue flavour and the second focuses on Sea Salt & Cider Vinegar.