Irn-Bru has launched a Willy Wonka-style competition for fans to win solid gold girders worth £10,000 each.
Shoppers who buy cans or bottles of the soft drink, famously marketed as “Made in Scotland from girders”, will have a chance to win a 18-carat gold bar.
Four of the bars will be dished out to customers during the promotion which will run between March 3 and April 29.
The competition is part of an £8 million brand investment in Scotland’s other national drink by its owners AG Barr.
There will also be thousands of other prizes on offer, including exclusive gold plated keyrings and charms and digital coupons for free cans and bottles of the drink.
Shoppers can enter by scanning the QR code at the point of sale which will take them to the brand’s website where they can enter the product barcode and batch code from their purchased pack.
They will instantly be told whether they’re a winner or not and the prize fund will refresh every two weeks so that consumers are encouraged to try again.
AG Barr expects the giveaway to boost sales and has prepared a large marketing campaign and promotional kits to be used in shops and supermarkets.
Kenny Nicholson head of Irn-Bru Brand commented: “This is a one of a kind promotion from Irn-Bru with a one of a kind prize on offer.
“We will be reaching shoppers far and wide with a heavyweight campaign, including outdoor and digital advertising, experiential sampling and in-store marketing.
“We expect that demand for Irn-Bru will be absolutely sky high so we encourage retailers to get prepared with full range availability throughout the eight weeks, whilst also making use of our disruptive and cheeky point of sale kit to drive their Irn-Bru sales.”
Irn-Bru was born in 1901 and its secret recipe remains a closely guarded secret. It is now produced at a factory in Cumbernauld, Lanarkshire, by AG Barr.
In December it was named Scotland’s favourite brand of 2024 in a study carried out by consumer research company Kantar for Scottish Grocer magazine.
The drink’s sales were boosted last year by Scotland’s participation in the Euros in Germany during the summer.
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