TAKING IRN-BRU'S FANDOM SOUTH OF THE BORDER
The Challenge
When IRN-BRU brought back their iconic 'Made in Scotland from Girders' brand platform, our task was to make sure that it translated in its entirety throughout the UK. Because whilst everyone knows that IRN-BRU is 'Made in Scotland', they didn't necessarily know what was meant by 'Girders' - which is the maverick bravery the brand is famed for.
The Approach
Rather than just tell the nation about the idea of 'girders', we invited them to embody it - resulting in a constant drumbeat of fun, noisy campaign and press office activity - always leading with MISFG at the core.
The Solution
Since launching Made in Scotland from Girders in summer 2025, our activity has seen us: - See which Scotland fan had the 'girders' to show that they were a diehard supporter in the run-up to the World Cup - by getting a John McGinn x IRN-BRU mural on the side of their home. - Invite BRU's staunchest fans to celebrate their latest can design, by getting it permanently etched on their skin at a tourable 'TATBRU' parlour. - Launch Winter BRU, IRN-BRU's 'spiciest' flavour to date, on the spiciest part of the internet - OnlyFans. - Encouraging Gen Z to have the 'girders' to try haggis balls on Burns' night.