The Drum Awards for Marketing - Extended Deadline

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Client: Irn Bru
Date: Oct 2016
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Irn Bru Xtra is made with extra Irn Bru taste but no sugar. The outdoor campaign, created by Leith, builds on the insight that consumers feel soft drinks with no sugar have a weaker taste. The creative which plays off this, features a series of outdoor posters with confusing headlines, supported by the line: “Xtra taste and no sugar. It makes no sense”.

The campaign was teased with a striking large scale building wrap on Glasgow Central Station, and officially launched on 24 October, with media planned and bought by PHD Manchester, and with support from Stripe Communications and Dare.

The heavyweight campaign will be delivered across multiple formats throughout Scotland.

Credits

Agency Head: Ed Brooke

Additional Credits: PHD Manchester, Stripe Communications, Dare

Brian Tonner: Copywriter. Robb McAulay: Art Director.