ABOUT

Background
Often described as 'Scotland's other national drink' (after Scotch whisky), IRN-BRU has occupied a special place in Scottish hearts since its launch in 1901. Today, IRN-BRU is Scotland's best selling carbonated beverage, outselling all others. A Scottish icon, a champion of straight-talking Scottish humour, IRN-BRU could not be more tied to the national identity of its home country.

The opportunity
To celebrate IRN-BRU’s proud heritage in the boldest way possible by changing the brand’s packaging to the tartan of (almost) every clan in Scotland.

The creative idea
Through the use of digital print technology, we were able to make this creative opportunity a reality by wrapping IRN-BRU bottles in 58 of the most common clan tartans. With clan names printed at the top of the label, finding your clan on shelf couldn’t have been easier. IRN-BRU also launched a 'Clan Finder' website, so Scots everywhere could pledge their clan allegiance before collecting their very own bottle of patriotism and pride. The design idea allowed the medium of packaging to advance the brand story, actively enriching IRN-BRU’s personality, rather than just reflecting it.

Results
The tartan initiative saw IRN-BRU sales grow by 17%. The campaign also drove the highest ever week of traffic to the brand’s website, engaged retailers (who actively demanded the tartan packs in their stores), and inspired consumers to create their own branded content.

"Whether you're 100 per cent Scottish or just have a dash of ginger in your family tree, ‘Bru's Your Clan’ gives people the chance to check out their roots, sport their clan colours and make IRN-BRU their own." Adrian Troy, Head of Marketing, AG Barr