Magazine article Marketing

Irn-Bru to Air First TV Ads in England

Magazine article Marketing

Irn-Bru to Air First TV Ads in England

Article excerpt

Irn-Bru, the soft drink brand from the AG Barr stable that has become a Scottish institution, is stepping up its assault on the English market with its first national TV campaign south of the border.

The company is investing [pounds]3m in the work through Edinburgh-based The Leith Agency. The ads will run from May 15 for 14 weeks.

The news comes as Irn-Bru completes a six-month test in 100 New York stores to gauge the popularity of the brand in the US. The results will be evaluated next month.

Irn-Bru is currently the number one soft drinks brand in Scotland, outselling even Coca-Cola. But it has only a 3.2% share in England and Wales. The campaign is part of a bid to bring the figure into double digits.

The company's new campaign comprises three executions - Grandad', 'Hypnotist' and 'Sing-song' - which continue its poster theme of 'See what Irn-Bru can do for you'.

The 'Hypnotist' ad shows a woman being duped by a hypnotist into giving him her Irn-Bru, before he convinces her that she is a goat. …

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