AG Barr appoints Impero for Funkin Cocktails overhaul

AG Barr-owned Funkin Cocktails has appointed independent agency Impero to work across its Funkin Cocktails RTDs and Funkin Pro Cocktails businesses.

The appointment spans both the development of a new campaign for Funkin Cocktails Nitro RTDs and a new positioning, branding and packaging for Funkin Pro Cocktails.

Funkin Cocktails RTDs were among the original ready-to-drink cocktail offerings in the UK market, powered by a distinctive nitro technology designed to deliver a bar-quality experience.

Impero has been tasked with building further excitement around the range, driving awareness and reinforcing its taste credentials through a campaign that will run across out-of-home, social and in-store channels.

Alongside this, the agency will work on Funkin Pro Cocktails to differentiate it from the Funkin RTD offering. The new branding will aim to better reflect the quality of its real-fruit ingredients and Funkin Pro’s role within professional cocktail making. Activity will span social, website, trade communications and events.

The first activity is set to launch this summer.

AG Barr marketing manager Lucy Reidy said: “From the outset this has felt like the beginning of a great partnership. Impero have struck the perfect balance between our playful brand personality and our key product credentials, delivering work that’s fresh, attention-grabbing and already generating real buzz internally. We can’t wait to see it out in the world.”

Impero founder ​Michael Scantlebury added: “Funkin is one of those brands that’s been quietly shaping the category for years. There’s a real opportunity to remind people what makes Nitro special, while also drawing a clear line between that and the serious credentials of Funkin Pro. It’s about giving both sides of the business the distinct roles they deserve, and making sure people actually notice.”

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