Functional soft drinks have taken over a category that used to only be about sugar and artificial colours. IRN-BRU was a standout with its Made in Scotland from Girders strapline that suggested it was something more (iron-rich). The bubblegum flavoured drink, made from 32 secret ingredients, also built a reputation as a hangover cure over time.
Now Lucky Generals is placing it back on the visible shelf with an OOH campaign of posters that are forged from metal. The campaign supports the company’s move to bring the famous Made in Scotland from Girders strapline back to its packaging, part of an updated look, developed just in time to start party planning for its 125th birthday this year.
The refreshed packaging, a nod to BRU’s labels from 1988, includes rolling back the years to revive the much-loved ‘molten man’ insignia. The updated design honours the brand’s industrial heritage and strength, while evolving it with a big burst of energy and modern character.
As a response to research with drinkers, IRN-BRU Sugar Free will also be switching its name back to ‘DIET’ while ‘XTRA’ will be on shelves as ‘ZERO’.
The campaign will be running in OOH sites in Scotland and key cities across the UK including Glasgow, Aberdeen, Birmingham, Leeds, Manchester, London, Cardiff alongside radio and social activity.
Kenny Nicholson, director of brand at IRN-BRU, stated, “Our evolved look is a proud reflection of IRN-BRU’s 125 year heritage – the strength, quality and industrial roots that have defined us. It captures the inner strength, resilience and maverick bravery that have always been at the heart of the brand, and now at the heart of our brand platform. So the OOH naturally had to reflect this as well. Luckies have really shown their own mettle with this campaign.”
Danny Hunt, creative director at Lucky Generals, added, “Our brand platform is about the iron heart of BRU and the steely spirit it inspires in its drinkers. And for us to truly celebrate that we’re made from girders, our posters should be too.”
Credits
Client: IRN-BRU
Agency: Lucky Generals
Production Company: Dippin’ Sauce London
Head of Creative: Gary Meade
Head of Production: Mel Di Prinzio
Senior Producer: Tilly Kolu
3D Lead: Danny Holden
3D Maker: Benz Vongtanee
Retouching Lead: Stef Aviles
