Irn Bru: How a Change of Creative Strategy Gave a Long Established Brand New Life "MADE IN SCOTLAND FROM GIRDERS"

This is the story of Irn-Bru, the sweet and fizzy soft drink which originated in Scotland over 90 years ago, and is as familiar to generations of children as Rangers and Celtic. Irn-Bru gross revenue were worth £52 million (at RSP) in 1989 and 86% of these sales come from Scotland. However, while sales in Scotland were increase every year, they were not change magnitude as tumultuous as the total market, and this declining share was undermining ambitions for the brand elsewhere in the UK. Whats more, the hurly burly was widening. The sizzling summer of 1989 raised total change sales by 30%, while Irn-Brus only locomote by 10%. The problem was reflected in a crepuscle in the number of drinkers of Irn-Bru, especially young ones. This was particularly troubling for although Irn-Bru is a family drink, enjoyed by all age groups, teenagers were an increasingly of the essence(predicate) submit in the market and Irn-Bru was losing most of its drinkers from that age group. whizz pr oblem was the new proliferation of new brands in Scotland, all express for attention and put all the incumbent brands (including Coke) under increasing pressure. Another problem was the thin length of time Irn-Bru has been around. subsequently all, parents drank it. To older teenagers, seeking their receive identity that made it uncool. It was associated with sign; it lacked street credibility.

Research revealed how strongly advertising-led was the appeal of the competition. For years, Irn-Brus advertising concentrated on product attributes, its Scottish origins, and the supposition that it contained bid; hence the line, employ in all advertising, Made in Scotland from Girders. It no longer seemed to be working in the best ! concern of the brand. Competitors such as Coke, were liked for being bright, lively, glossy, American, and therefore cool. Irn-Bru seemed bleak, grey, industrial, and in... If you pauperization to get a full essay, order it on our website: OrderEssay.net

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