IRN-BRU 32 - How David took on Goliath (in a big blue cuckoo suit)

This paper discusses the 2006 launch campaign for IRN-BRU 32, a caffeinated energy drink aimed at the 18-30 audience, and competing mainly against Red Bull.
Agency: The Leith AgencyAuthors: David Amers and Claire Wood

IRN-BRU 32 – How David took on Goliath (in a big blue cuckoo suit)

This is the story of how a much talked about, well-loved advertising campaign helped establish a profitable new brand, IRN-BRU 32, in the face of massive competition, especially from the mighty Red Bull.

In doing so, the advertising contributed to turning what could have been a disappointing year for AG Barr, the owners of IRN-BRU, into a very successful one.


“Junked: Sales of fizzy drinks and unhealthy foods slump”1


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