Cannes Lions

IRN BRU GETS YOU THROUGH

PHD, London / AG BARR / 2013

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Overview

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Credits

Overview

Execution

TV and cinema were optimised across traditional and digital (video-on-demand / YouTube) platforms, to deliver our audience with multiple executions through the campaign. This included groundbreaking retargeting of viewers with executions in a given order.

Broadcast was supported by digital Facebook assets including printable ‘do not disturb’ signs for parents’ doors.

With the campaign established, a risqué fourth execution was launched in which IRN-BRU helps a dad see merit in his wife and mother-in-law calling his newborn ‘Fanny’ (an unfashionable name which is also UK slang for vagina).

An IRN-BRU’s fan launched the ad on Twitter, achieving 600,000 views (13% of the entire Scottish population) before the TV went live, and passing the 1 million mark soon after.

Scotland went Fanny mad and momentum was further fuelled by the launch of a ‘Fanny of the Week’ competition and ‘Fanny on board’ signs for the back window of cars.

Outcome

In post-campaign research…

•‘IRN-BRU gets you through’ achieved the highest awareness of any IRN-BRU campaign since its tracking began in 1996 – 89% (vs. a category average of 60%)

•42% of the audience researched SPONTANEOUSLY mentioned that IRN -BRU gets you through the day

•‘Adorers’ of IRN-BRU increased 12% points whilst Coke’s increased only 3% and Lucozade - the biggest energy drink competitor - FELL 8%

But most importantly, the campaign increased sales in a tough year. IRN-BRU saw sales rise +9% YOY vs. a total market increase of just +2%.

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