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Leith Agency Advertising Irn-Bru

Irn-Bru embraces body positivity as a 'champion of gingers'


By John McCarthy, Opinion Editor

April 5, 2019 | 3 min read

Irn-Bru has launched a passionate defense of 'gingers' in its latest campaign, taking a Dove-like tone of body positivity - but with a hint of humour positioning it as the 'champion of gingers'.

Irn Bru defends red heads

AG Barr's soda brand has released a tongue-in-cheek piece called 'Ginger & Proud' as a clarion call to the redheads of Scotland and beyond, that it is a champion of those with that specific pigmentation.

The work from Irn-Bru's long-time partner Leith agency, ran on social media with inspiring copy like: "Being ginger isn’t always easy. Getting called Hucknall, Sheeran, Weasley. Comparisons to orang-utan apes. ‘Does the carpet match the drapes?’ "

And: "Folk using our freckles to play dot to dot. Getting burnt when it’s sunny. Getting burnt when it’s not. But being ginger with a pasty physique. Is something to be proud of – because it makes us unique."

A special mention also for the following line: "Yes, our tolerance for UV might be tiny. But remember it was Ron, not Harry, that got with Hermione."

It comes after the soda brand ran an April Fool's Day stunt launching a sperm bank exclusively for gingers.

Art director Jim Swan, copywriter Sam Muir and production company Loudmouth delivered the work and actor Jack Lowden made a return for the brand having starred in its High School Musical parody around a decade ago.

Vote for the ad in the Creative Works.

IRN-BRU: Ginger and Proud by The Leith Agency


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Leith Agency Advertising Irn-Bru

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