Modern Marketing Brand Strategy

Irn-Bru shows can-do attitude with ginger ‘Bru-Butler’ service

By John Glenday | Reporter

March 7, 2022 | 3 min read

Fresh from teaming up with UberEats to bring Irn-Bru-themed Burns suppers direct to people’s doors, soft drink manufacturer AG Barr is going one better by enlisting a ginger butler to hand-deliver its new premium range of 1901 cans.

The colorful ‘Bru-Butler’ service will see prize cans chauffeur-driven to addresses across Scotland’s central belt tomorrow as part of a PR campaign from John Doe agency to announce the arrival of the 1901 original recipe – previously only available in bottles – in a can.

Irn Bru

The ‘Bru-Butler’ service will see prize cans chauffeur-driven to addresses across Scotland’s central belt

Anyone wishing to avail themselves of the free service should connect to the Bru-Butler via a dedicated WhatsApp hotline to be in with a chance of winning in-person delivery of a slender turn-of-the-century sugar hit.

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First relaunched in 2019, the ‘old and unimproved’ recipe was created to appease fans angered by attempts to wean them on to reduced sugar variants.

Dusted off from the archives, the pre-sugar-tax recipe has become indelibly associated with the land of its creation, with premium bottles of Irn-Bru 1901 becoming a permanent presence on store shelves last year due to their enduring popularity.

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