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

David Amers and Claire Wood

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.

Carbonated soft drinks
United Kingdom
Strategy

Agency: The Leith Agency

Authors: 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...

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