Irn Bru campaign devises strategy for taking Scotland to 2034 World Cup

A new campaign for Irn Bru, devised by The Leith Agency, is to appeal to the people of Brazil to help produce the next generation of Scottish football players.

The ‘Bruzil; The Road to 2034’ campaign has seen the soft drinks brand run a series of lonely hearts ads in Rio in press and posters. The ads ask the people of Brazil to unite with the Scots to ‘enhance the Scottish footballing gene pool’ and produce ‘beautiful babies’ which could improve the standards of the country’s international football team.

Legendary international Scottish midfielder Archie Gemmill joined the press conference to promote the campaign which runs in Scotland through viral, press and poster.

Martin Steele, senior brand manager for Irn-Bru, who has just returned from Brazil, commented: “Both Scotland and Brazil are nations well-known for their love of football, and while we’re all looking forward to this summer’s events in South Africa, the nation can’t help but reflect on what we can do to secure our place in years to come. We thought it was about time Irn-Bru took action, and at least give Scots something to smile about if they miss seeing their team in action".

Five virals are ready to roll out throughout the next few weeks, one including the voice of former Scotland international and football commentator, Andy Gray.

The first viral starring 'Big Bobby Carlos' is now available to view on the Irn-Bru website.

The microsite has been developed by Blonde, including a DNA tester, while Burt Greener is handling consumer PR.

Production on the virals was handled by MTP.

Ahead of the 2006 World Cup, Irn-Bru released a campaign celebrating former Dundee United striker Jason Scotland going to the World Cup as part of the Trinidad and Tobego squad.