How IRN-BRU owned Glasgow 2014

This case study explores how IRN-BRU, the soft drink, became the most memorable sponsor of the Glasgow 2014 Games through a campaign focused upon its audience and accessibility.

How IRN-BRU owned Glasgow 2014

Campaign details

Agency: Leith LinksClient: AG BarrCategory: Sponsorship/Joint Effort/Tie-inCountry: UK

Background

The Commonwealth Games in Glasgow represented an opportunity for IRN-BRU to capture the mood of the nation, while engaging with visitors from around the UK. This would consolidate their position in the competitive soft drinks market, and be an effective platform for UK wide comms.

Coke and Pepsi have huge budgets to leverage global properties – this activation would help the client to strengthen their leading market share position in Scotland. Though this wasn't just about them,...

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