IRN-BRU Sugar Free rebrand campaign highlights the obvious

The £2 million campaign to promote the rebrand of Diet IRN-BRU to IRN-BRU Sugar Free begins today (14 February.)

The ‘Totally Obvious’ campaign, created by The Leith Agency, will run across TV and print, highlighting the new name for the product, with the creative concept attempting to reinforce the simplicity of the rebrand.

Meanwhile, the campaign will be supported by a new website by Blonde.

The creative team behind the concept was Mark Davies and Michael Kinlan.

Adrian Troy, head of marketing at Barr Soft Drinks, said: “Given that the product has always been Sugar Free it’s a natural step for us to take. The only thing changing about the product is the name and we feel that Sugar Free is a more modern and relevant expression of the drink than Diet.”

Gillian Howell, senior account manager at The Leith Agency, added: “The brief is very straightforward and the campaign points out in an amusing way why this rebrand is such a totally obvious step to take.”

The TV campaign was produced by The Gate Films, with media planning and buying by PHD North.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.