Irn-bru has launched its closely guarded new campaign, which will showcase the Scots’ passion for the taste of “Phenomenal” Irn-bru.
The campaign kicked off with the appearance of “Phenomenal” billboards on the streets of Glasgow and Edinburgh last month.
Now television, radio, print, outdoor and online adverts – which represents a £5 million investment – will showcase the Scots’ passion for the taste of Irn-Bru.
Part of the £5m drive will see the launch of two new television adverts, which will introduce the ‘Phenomenal IRN-BRU tune’, a catchy new theme tune.
Created by the Leith Agency, the two adverts contain Irn-bru’s distinctive humour with ‘Bobby’ turning the tables on football pitch streakers, and ‘Out Of Control’ showing an ‘extreme makeover’ following an encounter with a street cleaning truck.
The launch will also see the world’s first ‘true Scotsman’ skydivers, as Edinburgh’s Golden Lions Regiment parachute into Holyrood Park and Glasgow Green with Phenomenal flags and orange smoke trailing behind them – wearing kilts in traditional style.
Meanwhile, giant IRN-BRU ‘can cars’ – the first of their kind – will be on the streets to release hundreds of balloons, 50 of which will be fitted with tags that offer the opportunity to win a limited edition IRN-BRU mini i-pod.
There will be no escape from the IRN-BRU Phenomenal tune, which will resound throughout the country thanks to teams of street buskers, pipers, DJs, classical musicians and a brass band, all performing their own versions.