Irn Bru: How a Change of Creative Strategy Gave a Long Established Brand New Life "MADE IN SCOTLAND FROM GIRDERS"
Date Submitted: 11/25/2003 12:43:37
Category: / Business & Economy / Marketing and Advertising
Length: 24 pages (6582 words)
Category: / Business & Economy / Marketing and Advertising
Length: 24 pages (6582 words)
This is the story of Irn-Bru, the sweet and fizzy soft drink which originated in Scotland over 90 years ago, and is as familiar to generations of children as Rangers and Celtic.
Irn-Bru sales were worth £52 million (at RSP) in 1989 and 86% of these sales come from Scotland. However, while sales in Scotland were increasing every year, they were not increasing as fast as the total market, and this declining share was undermining ambitions …
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…Yes<Tab/>Yes<Tab/>No<Tab/>Yes
Repeat<Tab/> <Tab/>Yes<Tab/>Yes<Tab/>Yes<Tab/>Yes
TIME PERIODS
Pre New Campaign<Tab/>52 w/e 30 April 1990
First 12 Months of New Campaign<Tab/>52 w/e 29 April 1991
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