Bigger Bru gives 32 per cent more

29 June, 2007

Irn-Bru is introducing a 33cl can that holds 32 per cent more drink than the current 25cl pack size.

The launch will be supported by a £1 million marketing campaign that includes a nationwide sampling programme, radio ads, outdoor posters, branded buses and in-store POS.

The bigger

can has been developed

following a consumer survey which showed that 70 per cent of shoppers thought the 33cl serving would help meet their energy needs better, a spokesman said.

It is currently available at a trial pack price of 79p.

Brand manager Martin Steele said the changes will help the brand to maintain strong growth in the energy drinks market. "Consumers seem to love the taste and research has shown they wanted a bigger can," he added.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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