Jonathan Kemp, commercial director at Barr Soft Drinks, explains that consumer insight has revealed a strong desire among big can energy drinkers for something new in the energy drink market. They are looking for a beverage that stands out from the usual brands in terms of both appearance and taste. With this in mind, Barr has developed Pwr-Bru, a truly innovative product that combines the distinct personality of Irn-Bru with a secret flavour essence and a bold design.
To ensure a successful launch, Barr Soft Drinks has invested £3 million in various marketing strategies that primarily target 18 to 24-year-olds. These efforts include leveraging social media platforms, collaborating with brand influencers, conducting sampling activities, and utilizing outdoor posters. The campaign will also feature noticeable point of sale displays and a field sales drive to create a captivating in-store experience.
The Pwr-Bru range comprises four unique flavors. In addition to the Original Irn-Bru flavor, referred to as ‘Origin,’ there are three fruit flavors with distinctive names: ‘Diablo’ Cherry, ‘Maverick’ Berry, and ‘Dropkick’ Tropical.
Notably, Pwr-Bru stands out as a non-HFSS (high in fat, salt, or sugar) and levy-free energy drink option. It will be available in plain and price-marked (£1.19) 500ml cans.
By implementing these strategies and offering an appealing and distinctive product range, Barr Soft Drinks aims to capture the attention and loyalty of big can energy drinkers seeking something fresh and unique.
