For the Glasgow 2014 Commonwealth Games, we were tasked with making IRN-BRU the sponsor brand on everyone’s lips (in every sense). We needed to outshine global brands (without a global budget) by boxing clever and playing to the brand’s strength. Namely, its Scottishness.
Where others used hollow, corporate platitudes, we used authentic, creative and (sometimes) irreverent tactics to win the heart of the nation. Our strategy celebrated Scotland’s ‘born supporters’.
From Maverick Moments, to creative photocalls, to world-class visibility at the Opening Ceremony, we fought hard to compete for gold. And, as the results show, we won.
IRN-BRU was 3.5 times more memorable than any other sponsor of the Commonwealth Games 2014. AG Barr saw a 5.4% increase in revenue and a 6.2% uplift in volumes sold, leading to an 11% increase in profits.