Irn Bru: Irn-Bru 32 - IPA Effectiveness Awards Case Study 2007

Brief Description: As the carbonated market showed signs of a slowdown, A. G. Barr saw an opportunity to regain market share in a steadily growing energy drinks sector. To take on Red Bull and to gain a foothold in a growing energy drinks sector, but with a fraction of the spend, IRN-BRU 32 needed a successful launch fuelled by talked-about advertising. The resulting campaign's media capitalised on the target audience's energy drink consumption habits and featured 'Derek the Cuckoo' (a man in a giant blue cuckoo suit). This intended to cut through the clutter of soft drinks advertising in a memorable and engaging way. Less than a year into the product's launch, the company had delivered a 6.7% increase in profit to £19.1m ;---(TAGS)--- Full Title: IRN-BRU 32: How David took on Goliath (in a big blue cuckoo suit) ; Number: 2007/36 ; Brand Name: Irn Bru ; Client: AG Barr ; IPA_ProductCoding: Drink (Soft drinks - carbonated) ; Agency: The Leith Agency ; Author: David Amers - Planning Director, Leith, Claire Wood - Planner, Leith ;