Trade media event announces £6m investment






MTJA organised a trade media event for soft drink client IRN-BRU to announce a £6m investment in the brand.

The brief to find an industrial venue with a genuine girder was a challenge we liked and met (after many Google searches and recces of some interesting places in London!).

We invited media to the unique event at MC Motors in Dalston where they had the opportunity to hear about AG Barr’s plans for IRN-BRU from Head of Marketing Adrian Troy and Category and Shopper Marketing Controller Nick Bentley.

AG Barr’s investment in the UK’s No.1 flavoured carbonate will engage soft drinks consumers throughout the UK and will focus on two main platforms:

• National support for eye-catching new pack designs
• Activating IRN-BRU’s partnership with The Football League and the Scottish Professional Football League

The new packaging reflects IRN-BRU’s most iconic symbol of the last 100 years – the girder (see venue brief!) – with a modern twist. IRN-BRU’s original strongman (see activities!) – Adam Brown – will also feature on-pack, drawing consumers’ attention to the brand’s rich history and heritage.

AG Barr will also be investing heavily in its Football League partnership at grass roots level, with football fans having already voted IRN-BRU the No.1 brand partner associated with The Football League*3.

No MTJA media event would be the same without a challenge or two…

We’re delighted to announce Will from Newtrade Publishing as the ‘strongman’ of trade media with Merril from Forecourt Trader holding the steadiest hand to be crowned the winner of the Test Your Metal buzzwire.

We’ve finished the day off with a team picture on a girder on Finnieston Crane in Glasgow (ok, so it might be a green screen!).