Magazine article Marketing

Irn-Bru to Back Evans' C4 Show

Magazine article Marketing

Irn-Bru to Back Evans' C4 Show

Article excerpt

Irn-Bru, the quirky soft drink from AG Barr, has joined forces with Chris Evans's Ginger Productions to sponsor his Channel 4 programme TFI Friday.

The deal is part of a [pounds]5m drive to increase the Scottish soft drink's presence in England. It will be accompanied by an above- and below-the-line campaign.

The sponsorship begins in the first week of February and runs until the series ends in June. However, the deal, which took over a year to put together, is certain to form the basis of a long-term association. TFI Friday has just signed a deal with Channel 4 for a further three years.

Nigel Dugdale, group marketing manager at AG Barr, said: "The TFI brand is analogous with what we are trying to achieve with Irn-Bru; they're both maverick brands which are prepared to take risks. This deal will help us with our long-term ambition of generating mainstream positioning."

Irn-Bru, which targets a core audience of 13- to 18-year-olds, has historically had an image problem outside its homeland. …

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