Love it or loathe it, there is no doubting that Irn-Bru sits right up there with Robert Burns, William Wallace, haggis, and neeps and tatties as quintessentially Scottish, so when London agency Lucky Generals had the temerity to win the advertising and marketing account from the Leith last year, there was uproar North of the Border.
After all, Edinburgh-based Leith had held the AG Barr account virtually since Hadrian’s Wall was built – well, at least 30 years anyway – and there were fears a fancy London agency would turn the brand into a Southern Softie.
But it seems these fears were unfounded, with the agency’s latest OOH campaign seeing the brand return to its industrial roots to create ads that look like the actual girders it is famed for.
The campaign has been created to support the company’s move to bring the famous ‘Made in Scotland from Girders’ strapline back to its packaging, part of an updated look, developed just in time to start party planning for its 125th birthday this year.
The refreshed packaging, itself a nod to Irn-Bru’s labels from 1988, includes rolling back the years to revive the much-loved ‘molten man’ insignia.
According to the official blurb, the updated design is aimed at honouring the brand’s industrial heritage and strength, while evolving it with a big burst of energy and modern character.
The drinks themselves remain unchanged, but as a response to research, Irn-Bru Sugar Free will also be switching its name back to ‘Diet’ while ‘Xtra’ will be on shelves as ‘Zero’.
Apparently, changing the name to ‘Zero’ makes it clearer that it is packed with the much-loved Irn-Bru taste but with zero sugar, making it easier for existing drinkers and those new to the range to find the right Bru for them.
The campaign will be running in OOH sites in Scotland and key cities across the UK including Glasgow, Aberdeen, Birmingham, Leeds, Manchester, London, Cardiff alongside radio and social activity.
Irn-Bru director of brand Kenny Nicholson said, “Our evolved look is a proud reflection of the brand’s 125 year heritage – the strength, quality and industrial roots that have defined us. It captures the inner strength, resilience and maverick bravery that have always been at the heart of the brand, and now at the heart of our brand platform. So the OOH naturally had to reflect this as well. Luckies have really shown their own mettle with this campaign.”
Lucky Generals creative director Danny Hunt added: “Our brand platform is about the iron heart of Bru and the steely spirit it inspires in its drinkers. And for us to truly celebrate that we’re made from girders, our posters should be too.”
So, what is the consensus around the Decision Marketing office?
Well, it’s fair to say most English people can’t quite see what all the fuss is about. Launched in 1901 for the steel workers who built Scotland, Irn-Bru is definitely an acquired taste, although, according to one recent survey, 56% of Scots said that Irn-Bru actually does taste like girders.
This is definitely a return to its roots and will no doubt be welcomed by Irn-Bru fans, where ever they live. Whether it will do anything to broaden the drink’s audience is another matter.
To be honest, we’d rather have a “wee dram”, but, hey, what do we know?
Decision Marketing Adometer: A ‘you take the high road’ 8 out of 10
