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Leith launches Barr’s IRn Bru 32

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By The Drum Team, Editorial

March 9, 2006 | 2 min read

Irn Bru’s new energy drink, Irn-Bru 32, launches this week with a new 30” TV spot featuring a Glasgow hardman in a cuckoo suit.

The drink is the first launch from parent company, AG Barr, in over 20 years. Irn-Bru 32 will go head to head with other energy drinks such as Red Bull.

“Library Cuckoo” features a Glasgow man in a suit haranguing an over-worked student studying in a library. His rallying cry of ‘Wakey Wakey’ is followed by him throwing a can of the drink at the student.

Speaking about the product launch, Barr’s commercial director Jonathan Kemp said; “People have said that they wanted an Irn-Bru energy drink because they dislike the flavour of the other ones. At the very heart of Irn-Bru 32 is what you might call its ‘stamp of authenticity’ - the secret recipe that’s used to make Irn-Bru.”

The name of the drink refers to the number of ingredients used to make Irn-Bru.

AG Barr is investing £3 million in the launch, marking a significant investment in its brands over the last few years. Last year it relaunched Orangina.

The Irn-Bru 32 ads were written by Rufus Wedderburn and Chris Watson and directed by Damien O’Donnell, who directed “East Is East”. Production was through MTP.

The TV campaign will be bolstered by outdoor, radio and ambient work.

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