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Following on from last year’s hugely successful “Bru’s Your Clan” campaign Irn Bru have again used HP Indigo digital print to launch a new in store consumer campaign. This time the campaign features a series of retro labels from throughout the brands history which have all been recreated to appear again on pack in this nostalgic “Made From Girders” 30th anniversary promotion. FIVE LIMITED pack designs commemorating 30 years of the famous AG Barr advertising campaign will appear in store in early January. Fans of the drink are being encouraged to collect the pack designs which are available for just six weeks. The in store activation is part of wider multi touchpoint campaign celebrating Irn Bru’s legendary tagline: ‘made in Scotland from girders’ with giant Bru bottles recently projected onto Forth Rail Bridge in Scotland to mark the launch of the promotion.
Working closely with JKR & the HP BOA team AG Barr have used HP Indigo digital print previously to great success with other on pack promotional campaigns. Last year’s Bru’s Your Clan campaign delivered a huge 17% increase in YOY sales and has also been shortlisted for a Design Effectiveness Award (winners announced in February). This follow on campaign is another great example of a consumer brand using digital print as a “media on pack” promotional activity to drive consumer engagement and deliver commercial benefit to the brand. Amongst the images at the bottom of this email you will find promotional messages sent out by AG Barr referencing how limited edition campaigns such as this (enabled by digital print) can drive huge sales increases for retailers and brands alike. Huge kudos for our technology!
Amberley Labels were again the PSP used by AG Barr (Irn Bru) for producing the labels. A total of 5.5 million labels were produced for the 500ml and 2 litre bottles equating to 569,000 linear metres of production on the HP Indigo WS6x00. The labels were produced using EPM which we believe makes this campaign the single largest EPM job delivered on an Indigo press worldwide. All labels were produced during November and delivered to AG Barr for distribution into stores for January.