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The Brief

When AG Barr appointed The Leith Agency in 1994, Irn-Bru had an image

problem outside its native Scotland. When lined up against its

competitors in the flavoured carbonates market, Irn-Bru seemed an

oddity.

With its unique taste, created by combining 32 fruit flavourings, it is

a drinks product unlike any other.

Scotland is one of the few markets in the world where neither Coca-Cola

nor Pepsi dominate. But while Irn-Bru remains firm market leader on its

home territory, the ’Made in Scotland from girders’ campaign had never

explained to English teenagers what the brand was about.

AG Barr wanted a campaign which could run in both Scotland and England,

expressing the maverick personality of the brand and widening its

appeal.

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Three years ago, Leith launched the television and poster campaign which

has gone from cult ad success story to mainstream award-winner, with

controversial poster executions such as ’He was a good dog. But he drank

my Irn-Bru’ and ’Irn-Bru keeps me young and beautiful. Unlike my

daughter’.

The posters made headlines with their anarchic humour, and the same

style characterised the TV commercials.

The various films all attempted to describe the indescribable nature of

Irn-Bru, with the latest series hitting the airwaves last month.

The first, stressing the idea of ’invigoration’, featured an elderly

hill-walker - stark naked except for boots, socks, rucksack and bobble

hat - striding up a hill, with an end-frame showing a bright orange

mountain against an unnaturally blue sky and a flagpole bearing a pair

of orange and blue Y-fronts.

Rousing music takes the place of words and the tagline ’Invigorating’

appears at the end.

Other ads are called ’Nice’, ’Kick’ and ’Super’. Group marketing manager

Nigel Dugdale describes them as ’without a doubt the best executions

Leith has produced for Irn-Bru to date’.

The Results

Since 1995, Irn-Bru’s share of the other flavoured carbonates market

(excluding lemonades and colas) has risen from 8.9% to 10.4%.

The agency’s research shows that the campaign has achieved its objective

of creating a more positive and relevant brand image to teenagers north

and south of the border.

Last year, Irn-Bru was the only other major flavoured carbonate brand to

experience significant growth.

In the first four weeks of January this year, it successfully tango’d

Tango, with ACNielsen figures showing that Irn-Bru’s UK sales overtook

total Tango sales for the first time.

The Account

Client: AG Barr

Agency: The Leith Agency

Creative team: Gareth Howells (art director) and Dougal Wilson

(copywriter)

Budget: Undisclosed

Media: Television, 48-sheet posters and bus sides

Target: Primarily young people aged 13 to 18.