IRN-BRU is to bring back its famous ‘Made in Scotland from Girders’ tagline as part of its biggest ever brand-building campaign.
Scotland’s other national drink will be promoted as part of an £8 million investment this year and the campaign will be spearheaded by a new TV advert.
It will bring the famous line back in a bid to ‘show the difference between IRN-BRU and other carbonates’.
The TV advert will also be joined by adverts across digital and social platforms and it is expected to run throughout August and September.
They will also be supported by a new national sampling campaign which will reach a million shoppers.
The adverts are expected to reach up to 90% of 16 to 34-year-olds in Scotland. The Made from Girders tagline was first used in the 1980s.
Kenny Nicholson, IRN-BRU Brand Director, said: “Summer is already a traditionally strong sales period for IRN-BRU, which has the highest frequency, volume and repeat purchase of the UK’s top flavoured carbonates brands during summer
“Our new ‘Made in Scotland from Girders’ campaign will super-charge that. Consumers can expect to see more of the same cheeky tongue-in- cheek creative that they love, and wholesalers and retailers can expect demand for IRN-BRU to reach an all-time high.”
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