This Is Not a Soft Drink

How do you maintain love for an iconic Scottish brand and grow its popularity in England and Wales? How do you honour 125 years of heritage in a way that resonates today? This was our challenge on IRN-BRU. Our answer was to film a street cast Glaswegian lad taking issue with the idea that IRN-BRU is a soft drink. His declaration that the drink is a symbol of maverick bravery is impassioned, raw and rousing. It’s a shop-stopping monologue that reintroduces an iconic slogan in a way that’s increased sales across the UK.