Irn Bru: Giving a Long Established Brand New Life
A new advertising approach succeeded in revitalizing a declining brand. Irn-Bru mainly sold in Scotland was losing its position against the competition especially in its status as a brand among teenagers. Need for aspirational imagery. 1990 TV advertising in summer and Christmas bursts. Increased advertising awareness, campaign seen as mould breaking. Nielsen showed increase in share and TGI an increase in trial and repurchase, especially amongst young adults and teenagers. Scotland, campaign generated monthly sales increase 15% above market as a whole. Nearly £5 incremental revenue generated from each £1 invested in advertising.