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...