Irn Bru: How a Change of Creative Strategy Gave a Long Established Brand New Life "MADE IN SCOTLAND FROM GIRDERS"
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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 &pound;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 for the brand elsewhere in the UK.
What's more, the gap was widening. The sizzling summer of 1989 raised total carbonate sales by 30%, while…
- Irn Bru: How a Change of Creative Strategy Gave a Long Established Brand New Life "MADE IN SCOTLAND FROM GIRDERS"
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