Irn-Bru to air first TV ads in England

Irn-Bru, the soft drink brand from the AG Barr stable that has become a Scottish institution, is stepping up its assault on the English market with its first national TV campaign south of the border.

Irn-Bru, the soft drink brand from the AG Barr stable that has

become a Scottish institution, is stepping up its assault on the English

market with its first national TV campaign south of the border.



The company is investing pounds 3m in the work through Edinburgh-based

The Leith Agency. The ads will run from May 15 for 14 weeks.



The news comes as Irn-Bru completes a six-month test in 100 New York

stores to gauge the popularity of the brand in the US. The results will

be evaluated next month.



Irn-Bru is currently the number one soft drinks brand in Scotland,

outselling even Coca-Cola. But it has only a 3.2% share in England and

Wales. The campaign is part of a bid to bring the figure into double

digits.



The company’s new campaign comprises three executions - ’Grandad’,

’Hypnotist’ and ’Sing-song’ - which continue its poster theme of ’See

what Irn-Bru can do for you’.



The ’Hypnotist’ ad shows a woman being duped by a hypnotist into giving

him her Irn-Bru, before he convinces her that she is a goat. She is then

seen nibbling at underwear on a washing line.



Nigel Dugdale, AG Barr’s group marketing manager, said: ’This campaign

is part of a long-term plan to gain Irn-Bru a more significant share of

the UK market. We don’t expect to do it overnight.’



The Leith Agency has managed Irn-Bru’s ad account since 1994. The soft

drink has a tradition for controversial advertising.



Last October, it was cleared by the Advertising Standards Authority of

demeaning breast-feeding with its image of a suckling baby and the

caption ’Mmmmm, Mum’s been at the Irn-Bru again’. Thirty-four complaints

were lodged. Last April, the ASA also rejected 589 complaints against a

poster which featured a cow declaring ’When I’m a burger I want to be

washed down with Irn-Bru’.