IRN-BRU's Tartan Army

This case study describes how Scotland's leading carbonated drink, IRN-BRU, created time-limited individual tartan labels to create buzz and engage their loyal fan base.

IRN-BRU's Tartan Army

Campaign details

Category name: BeveragesAgency: jones knowles ritchieAdvertiser: A.G. Barr

Executive summary

IRN-BRU continues to be Scotland's leading carbonated drink, outselling all others. For generations, the brand has remained highly salient with sharp, irreverent advertising and the courage to challenge conventions.

Caught in the crossfire of the on-going grocery price war, IRN-BRU must constantly balance their investment in price with investment in brand-building activity.

IRN-BRU's Tartan design campaign offered 58 individual labels to engage their loyal fan base. The Tartan labels were available for exactly 3 months.

Over the 3 months, website...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands