Army Cadet Force; COI - Ministry of Defence - Army - In the naughty noughties

Army Cadet Force; COI - Ministry of Defence - Army - In the naughty noughties

As the carbonated market showed signs of a slowdown, A. G. Barr saw an opportunity to regain market share in a steadily growing energy drinks sector. To take on Red Bull and to gain a foothold in a growing energy drinks sector, but with a fraction of the spend, IRN-BRU 32 needed a successful launch fuelled by talked-about advertising. The resulting campaign's media capitalised on the target audience's energy drink consumption habits and featured 'Derek the Cuckoo' (a man in a giant blue cuckoo suit). This intended to cut through the clutter of soft drinks advertising in a memorable and engaging way. Less than a year into the product's launch, the company had delivered a 6.7% increase in profit to £19.1m