1. ‘Recruitment’ in Brazil We bought beach-side billboards and ‘lonely hearts’ ads in local newspapers encouraging Brazilians to help IRN-BRU’s cause.

These were unveiled on a press tour to Rio, accompanied by an aeroplane banner saying “Hello Brazil, let us unite to help Scotland have a magical football team” pulled across the skies above Copacabana beach.

2. Spreading the love in ScotlandPR was further leveraged by Scottish footballing legend Archie Gemmill holding a campaign launch press conference.Viral videos were released online and promoted through the IRN-BRU Twitter feed and Facebook groups. These were accompanied by the ‘BRU-zil name generator’ which suggested names for fans’ BRU-zilian children.

Finally, a TV ad showcasing the Scotland/BRU-zilian team for 2034 ran in perfectly-targeted World Cup programming – including the centre break of the World Cup final itself – giving the perfect opportunity for fans to think “this could be us in 2034!”

On a budget of just £150,000 (for context, Coke spent £3.4m in the same period) YOY sales volume in Scotland increased 8%, whilst the flavoured carbs sector decreased 1%.

IRN-BRU.co.uk achieved 40% of its annual traffic in one month.

The BRU-zilian name generator created more than 700,000 names with users visiting IRN-BRU.co.uk for an average of >5 minutes (as a comparison, Twitter in the UK averages 3.5 mins per visit) Marketing Week named the campaign as one of the top five 2010 World Cup brand campaigns.

We, of course, still await results of many BRU-zilian pregnancy tests....