Strathmore to launch new flavours, with a Twist
Strathmore is set to introduce Strathmore Twist, a new range of flavoured still and sparkling water. The launch will be supported by a £1m campaign, created by The Leith Agency.
Adrian Troy, Barr’s Head of Marketing said: "The quality and premium position of the Strathmore brand has helped it to perform well ahead of the water market during 2008. Flavoured water represents a massive market opportunity and accounts for 25% of the total water market. Strathmore Twist is a unique, premium positioned, naturally flavoured Scottish water and has the potential to add significant further value to a category which has been under considerable pressure. We know that a significant number of consumers want to drink more water but would prefer to choose flavoured water. Taste is the key here and Strathmore Twist will offer them a light, easy to drink and refreshing alternative’.
Strathmore Twist will be launched across 330ml glass, 500ml and 1.5lt PET packs in three flavours Lemon & Lime, Blackberry & Strawberry and Cranberry & Raspberry.
The Strathmore Twist label design builds on the brand strengths of purity, contemporary Scottishness and quality.
Meanwhile, AG Barr, which also owns Irn-Bru, has announced yesterday that the last serving member of the Barr family dynasty is to end his tenure as chairman.
After 31 years in the job, Robin Barr will step down from the board of the soft drinks company founded by his great grandfather Robert Barr in 1875. He will be replaced as non-executive chairman in May by Ronnie Hanna, who has been on the AG Barr board as non-executive director for the past five years.
It was 1901 when Andrew G Barr first began selling Irn Bru, and despite there being fierce competition with many manufacturers making versions of the drink, some astute advertising allowed AG Barr to become the market leader.
Innovative advertising has remained a strong suit of the company ever since via campaigns with Donald Dinnie (“the world champion athlete”), The Adventures of Ba-Bru and Sandy, and more recently with more eccentric, funny and risky subject matters – many of these receiving complaints due to their close-to-the-bone humour.
Edinburgh’s The Leith Agency is currently responsible for Irn-Bru's company's advertising output.