IRN-BRU taste like…um?? That famed ambiguity became the foundation for a fun campaign last year by the brand’s creative agency of record, Leith, called Taste Debate. This year, the Scottish carbonated soft drink is making even more of the intriguing ambiguity of its taste.

Adrian Troy, marketing director at IRN-BRU owner, AG Barr, stated, “There’s so much fun to be had with the unique flavour that is IRN-BRU, fans globally cannot agree on the taste that makes it so special – whether you’re a prom date or a mobster. Whatever the situation, we can all at least agree that IRN-BRU tastes phenomenal.”

The new campaign again injects humour into famous film genres. Last year, it took on westerns; this year, teen romance and ganster genres.

The 2022 campaign is running across TV, social channels and online, with media was planned and bought by the7stars. The campaign focuses on channels that harness the talkability of the “BRU factor” – social channels, podcasts and attention-grabbing out of home placements.

Credits:

Client: IRN-BRU
Marketing Director: Adrian Troy
Senior Brand Manager: Grant Cuthill

Agency: The Leith Agency
Creatives: Jim Swan & Sam Muir
Strategy: Vic Milne & Tom Kelly
Agency Producer & Emma Hamilton
Account Directors: Simon Burford & Owain Cowx

Production: Another Film Company
Director: Brad Lubin
Producers: Tim Marshall & Sam George
Director of Photography: Fabian Wagner

Post Production: Rascal Post & Stitch
Sound: Finiflex Sound Studios

Media: the7Stars