Soft drinks are in an identity crisis. Health pushes them “lighter.” Globalisation makes them interchangeable. The risk? Becoming bland, background fizz.
Irn-Bru leans hard the other way. Its latest campaign revives the iconic “Made in Scotland from Girders” line, pairing it with humour, grit and a mini-sitcom vibe. It’s not a soft drink. It’s an attitude.
In an era of brand homogenisation, Irn-Bru is doubling down on identity — embracing locality, humour and cultural defiance as differentiators. It’s a reminder that not every brand needs to be universal. Some win by being proudly un-exportable.
Our strategic takeaways:
- Heritage ≠ nostalgia. It’s an active weapon when sharpened for today.
- Reject category norms. In a sea of wellness, doubling down on grit stands out.
- Local beats global. Culture moves faster when it starts specific.
