![Sponsor](https://marketingweek.imgix.net/content/uploads/2019/08/13104458/lock_icon-1.png?auto=compress,format&q=60&w=193&h=193)
Irn-Bru on why being ‘uncomfortable’ helps create standout work
Head of brand Kenny Nicholson says the magic of Irn-Bru is its ability to push boundaries “where others might not”.
With the ‘summer of sport’ right around the corner and all eyes on the box, brands are flexing their creative muscles to bid for attention and share of voice. However, with so much noise it can be hard to differentiate.
For Irn-Bru, grabbing attention is in the brand’s marketing DNA. The Scottish soft drink’s latest run of ads, building up to the 2024 Euros later this month, have been making newspaper headlines over the last couple of weeks.
Titled ‘Doctor’s’, ‘Cafe’ and ‘Mannschaft’, the three spots aim to use humour to drum up excitement and anticipation ahead of Scotland’s Euros involvement. Kenny Nicholson, head of brand at Irn-Bru owner AG Barr, explains the new campaign “builds on the core pillar of the brand, using humour to connect with people emotionally”, something he says has always been a core tenet of the advertising.