Irn-Bru invests €9M in brand marketing campaign
The ‘Made in Scotland from Girders’ campaign will run throughout August and September
Print27 July 2026
Irn-Bru has announced its plans to bring back its ‘Made in Scotland from Girders’ Masterbrand campaign throughout August and September, as part of an €9 million brand investment, designed to accelerate growth and recruit a new generation of drinkers.
The new creative was first revealed last summer, bringing back the iconic strapline after almost 40 years, the soft drinks brand noted.
This summer, the wider brand campaign will support continued sampling activity, putting more than 850,000 cans into consumers’ hands and helping to drive awareness and trial, it added.
Refreshed brand identity
The campaign follows the introduction of Irn-Bru’s refreshed brand identity, which has helped to increase rate of sale and strengthen the brand’s performance within the carbonates category.
The distinctive new packaging has been designed to deliver greater standout in-store while retaining the unmistakable identity and personality that have made Irn-Bru one of the soft drinks category’s most recognisable brands.
Irn-Bru Zero is also continuing to deliver strong growth, increasing 71% faster than the low-calorie carbonates sector in Great Britain¹.
With demand for lower-calorie options continuing to shape the soft drinks market, the Zero variant provides retailers with an opportunity to broaden the brand’s appeal and meet changing shopper needs.
From strength to strength
Commenting on the announcement, Kenny Nicholson, Irn-Bru brand director, AG Barr, said: “Irn-Bru continues to go from strength to strength, and this year’s investment is accelerating that momentum.
“Our brand refresh has clearly increased rate of sale, and the return of ‘Made in Scotland from Girders’ has hit a new wave of nostalgia, attracting the next generation of drinkers and peaking shopper engagement.
“With high impact sampling, unmissable promotions and continued investment behind the brand, we’re driving more shoppers than ever before to purchase, delivering another phenomenal year for the brand and our retail partners.”
With the latest brand activity beginning in August, retailers across the Republic of Ireland the Scottish soft drinks brand is encouraging retailers to ‘maintain strong availability across the core Irn-Bru range, including Irn-Bru Zero’.
¹ Circana, Value Sales, Low Calorie Carbonates, All Outlets GB, 12 w/e 7 March 2026
Read more: Diet Irn-Bru changes to Irn-Bru Sugar Free
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