IRN-BRU: How the nation's favourite got more popular

In 2008, Irn-Bru was faced, in a flat market, with nearly saturated distribution and fierce competition. They needed to increase value sales in Scotland by 4 per cent. The strategy was to create a series of activities to build consistency of presence at key sales opportunities across the year and to reinforce emotional attachment to the brand. Communications included adapting Rudyard Kipling’s poem ‘If’ to turn passive loyalty into active purchase, a summer promotion giving branded glasses away with two-packs of 2 litre bottles and a 5ft high present packed with 7,000 bottles of Irn-Bru placed in the street at Christmas. As a result, the campaign generated payback of £7 per every £1 spent