Irn-Bru focuses on flavour with advertising campaign

By Éilis Cronin in Soft Drinks 13th July 2021

Soft drink brand Irn-Bru has kicked off an advertising campaign as part of a £6m brand investment, in a move designed to “clearly differentiate Irn-Bru from all other carbonates

The campaign is running across TV, digital and social media platforms, including a Great Taste Debate challenge on TikTok, Instagram, Twitter and Facebook.

Shoppers can also view the TV advert by scanning QR codes found in Irn-Bru cans and bottles.

The campaign aims to reach 90% of 16- to 24-year-old shoppers in Scotland and the North of England.

Adrian Troy, marketing director at brand owner AG Barr, said: “Whether it is bubble gum or tutti-fruity, Irn-Bru fans can never quite agree on the exact taste of our ‘BRU-nique’ soft drink.

“Naturally, we decided to have a bit of fun with this. Whatever the flavour, hopefully we can all agree on the fact Irn-Bru tastes magic.”