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MADE IN SCOTLAND FROM GIRDERS

IRN-BRU is a Scottish national treasure. Originally created for the steelworkers of Glasgow it’s been a symbol of strength and industry for over 100 years. We’re on a mission to make it as loved across the UK as it is in Scotland and to do so we’re giving new meaning to the brand’s most famous line: Made in Scotland from Girders. 

IRN-BRU has always done things differently. Whether it’s the secret recipe with 32 ingredients, the continuously bold NPD or the history of irreverent advertising the brand has always been driven by maverick bravery. That spirit is what makes BRU loved in Scotland and it’s what we want to capture in every piece of work we do. 

We’re Made in Scotland from Girders

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”. 

POSTERS MADE OF 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. 

THIS IS NOT A SOFT DRINK

This was our first integrated campaign for IRN-BRU and it was when we first brought back the Made in Scotland from Girders line. The campaign is spearheaded by a wee lad from Glasgow who’s determined to tell the world that IRN-BRU is not a soft drink. He knows it’s much more than that. He knows it’s bravery in a bottle (or a can). He knows that IRN-BRU is 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.