Barr Flavours link with Jurassic World Rebirth for on-pack promotion

AG Barr is launching an on-pack promotion on its Barr Flavours range of soft drinks, in partnership with Universal Pictures and Amblin Entertainment’s film Jurassic World Rebirth.

The promotion begins in June and gives shoppers a chance to win a holiday adventure in Lisbon, with sea kayaking, a high-ropes adventure park and dinosaur caves tour.

Annette Yates, brand director, Barr brand, says: “A third of shoppers are actively looking for on-pack offers and prizes (Nielsen). The last on-pack partnership on our Barr Flavours range saw a double-digit uplift in sales, bringing new shoppers into the category and brand (Circana), so we know just how profitable this opportunity could be for retailers.

“Jurassic World Rebirth is a film that we know our customers will love and is sure to be a huge cinematic hit this summer.” Jurassic World Rebirth arrives in cinemas on 2 July.

She adds: “As a top three carbonate brand in symbols and independents, Barr’s core target audience of families accounts for 40% of the overall category (Kantar), so the brand is well placed to help retailers drive incremental sales this summer.”

There will be an outdoor and digital advertising campaign driving consumers to stores, so retailers are encouraged to use Barr’s impactful suite of PoS materials to create excitement and theatre at the soft drinks fixture.