Irn-Bru is to launch a holiday promotion from mid-July, with 25 consumers winning a week in Tenerife for four, flown on the Bru-jet.
The on-pack advertising promotion will appear on bottles as well as multipack cans. Unique messages will feature on the reverse of winning pack labels, with consumers phoning a dedicated number to claim their prize.
The holiday will be the week beginning 16 October.
Brand owner AG Barr will add to the promotion with in-store points-of-sale, including jet-shaped ceiling hangers and A4 posters.
Adrian Troy, A G Barr’s head of marketing, said: “Times are tough for consumers at the moment, but we’re running a promotion that will not only be fun, but will provide 100 people with an all-inclusive holiday.
“We’re also offering all our consumers 10% off a summer holiday courtesy of Barrhead travel. We’re confident that BRU-JET will drive demand as holiday-hunting consumers search high and low for the winning packs.”