Irn-Bru asks Scots to 'steal cans' in huge nationwide snowman hunt as famous Christmas advert launches

Irn-Bru is challenging Scots across the country to spot the star of its festive advert as it launches a nationwide snowman hunt to snatch a can of the beverage from his hands.

In the popular advert, which has previously been voted as Scotland’s most memorable, the Snowman ruins Christmas for a little lad by stealing his coveted can of Irn-Bru.

Now, to mark the advert’s premier on December 1, the mischievous character is back to pilfer Scotland’s other national drink.

The iconic Snowman character has been hidden in different cities across the country, with Scots challenged to “steal” the Irn-Bru can back off him using a series of cryptic clues.

Those who find him before anyone else, and peel off his special Irn-Bru can and swap it for a flight on the famous seaplane which the boy uses to hunt down the snowy can thief.

Hidden in 30 iconic locations across the country, the unmistakable 6ft festive silhouette is appearing on popular landmarks and buildings over the course of 10 days.

To support the nationwide search, Irn-Bru Snowman sightings will be revealed on the brand’s social channels, while some of Scotland’s social media stars – like Paul Dock and Calum Bowie – will also share cryptic clues across their Instagram and TikTok feeds.

Adrian Troy, marketing director at AG Barr said: “In Scotland, the return of Irn-Bru’s Snowman to our screens means the festive period has truly begun. But, as a big fan of the ginger nectar, this also means that he’s coming for our Bru.

“Alongside the ad going live, we wanted to bring Irn-Bru’s Snowman to life in cities across Scotland – with lifesize pop-ups and amazing prizes to get everyone in the festive spirit. Keep your eyes peeled at the start of December and snatch a can from his snowy hands for the chance to go on a trip in the incredible seaplane.”