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  • 06 Jan 2015

Irn-Bru launches ‘personalized’ labels

Tartan labels will be available on 500ml impulse packs and two-liter take home packs in both Irn-Bru regular and sugar-free varietiesIntroduced through the Bru’s Your Clan campaign, the range features 56 clan tartan designs, covering the top 100 most popular Scottish surnames, with the 57th design featuring Irn-Bru’s orange and blue brand colors

Scottish beverage brand Irn-Bru has introduced a series of label designs to capitalize on the growth in personalized packaging and to tie in with the forthcoming Burns Night celebrations.

Introduced through the 'Bru’s Your Clan' campaign, the range features 56 clan tartan designs, covering the top 100 most popular Scottish surnames, with the 57th design featuring Irn-Bru’s orange and blue brand colors. They are available on 500ml impulse packs and two-liter take home packs in both Irn-Bru regular and sugar-free varieties.

Tartan is a pattern consisting of criss-crossed horizontal and vertical bands in multiple colors. Clan tartan is the regular pattern of a particular clan or family.

Irn-Bru brand owner AG Barr said the range of tartan labelled packs will encourage shoppers to look for their own clan tartan pack. AG Barr is investing one million GBP (1.5 million USD) in the 'Bru’s Your Clan' campaign, including a consumer support package and dedicated POS.

The special packs will also enable retailers to tap into the Burns Night sales opportunity, when shoppers are actively looking for products which reflect their Scottish heritage, AG Barr stated. Burns Night on January 25 marks the annual celebration of Scotland's national poet Robert Burns.

Irn-Bru is the latest brand to use personalization as a marketing tool, with Coca-Cola's 'Share a Coke' campaign the most notable.

‘These packs will tap into two major trends,’ said Adrian Troy, head of marketing at AG Barr. ‘The first is personalization, which is continuing to grow in popularity. The second is the desire for people to understand more about their family roots.

‘However, Irn-Bru can deliver against these trends in a way that no other brand can. With 90 percent of Scots saying Irn-Bru makes them feel proud to be Scottish, the brand is in a unique position to deliver a real sense of belonging and pride.

‘By encouraging shoppers to find their own clan tartan pack on shelf, the initiative will put consumers of all ages in touch with their heritage and boost footfall to the fixture, increasing retailer sales.’

Troy added: ‘Retailers can use our impactful POS to create eye-catching Irn-Bru tartan pack displays in store throughout January and February to draw shoppers’ attention and increase their sales. The phenomenal wall of color that will be created by displaying these 57 different labels at front of store will be unmissable.

‘This unique campaign will create a great talking point and reinforce Scottish consumers’ connection to their favorite grocery brand. Retailers should stock up to prepare for the surge in demand.’

David Pittman

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David Pittman is former deputy editor of Labels & Labeling.

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