When we heard the Tartan Army would be back on the world’s biggest stage, it was a no-brainer that they would need an IRN-BRU anthem for the summer.  

What next? The net was cast far and wide over Scotland, securing national icons Susan Boyle, Scotland captain John McGinn, Franz Ferdinand frontman Alex Kapranos, comedian Paul Black and viral singing sensation May Miller. Throw in dozens of real Tartan Army fans and you’ve got yourself a music video. 

The campaign spans TV, BVOD, Social, Radio and OOH including a suite of social teasers and contextual airport OOH for those heading across the pond! The song will also be produced as a limited-edition vinyl. 

With this epic celebration of the fans and Scotland, we’re showing that whatever the summer throws at us, “We’re Made in Scotland from Girders”. 

In our latest campaign for IRN-BRU, we’ve returned to its industrial roots to create ads that look like the actual girders it’s famed for. Celebrating their 125-year heritage and the iron heart of BRU, our campaign captures the inner strength, resilience and maverick bravery that has always been at the heart of the brand. 

In our first integrated campaign for IRN-BRU, we bring back a classic line with a new twist. This isn’t a soft drink, pals. It’s a brave drink – it’s the bravery to show how you really feel, who you really are, even if that’s braving the sun with ginger hair, in a heatwave.  

We show that strength is not just brawn, it’s individuality, realness and guts. This is not a soft drink – it’s Made in Scotland from Girders*. 

 *a Girder is an iron beam used for building bridges or the framework of large buildings. Or for sitting atop, chilling with an IRN-BRU.