Irn Bru: How a Change of Creative Strategy Gave a Long Established Brand New Life

Cathy Clift

Describes how an old an declining brand was revitalised by a new advertising approach. Most of Irn-Bru's sales are in Scotland.
Agency: Lowe Howard-SpinkAuthor: Cathy Clift

Irn Bru: How a Change of Creative Strategy Gave a Long Established Brand New Life

"MADE IN SCOTLAND FROM GIRDERS"

This is the story of Irn-Bru, the sweet and fizzy soft drink which originated in Scotland over 90 years ago, and is as familiar to generations of children as Rangers and Celtic.

Irn-Bru sales were worth 52 million (at RSP) in 1989 and 86% of these sales come from Scotland. However, while sales in Scotland were increasing every year, they were not increasing as fast as the total market, and this...

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