The Wild West comes to Scotland

Scotland is one of the few nations in which Coca-Cola is not the leading brand of carbonated soft drink. Instead, the leader in that country is Irn-Bru (pronounced “Iron Brew”).

The brand’s Scottish heritage has long been central to its identity. In fact, Prince William participated in an Irn-Bru tasting during a royal visit to Scotland this summer.  

In addition to its heritage, the brand has a unique orange color, a complex taste that is indescribable, and a history of quirky and irreverent communication.

The brand’s new “Great Taste Debate” campaign will be featured on TV, social media, Xbox, and video on demand.  The first ad in the campaign features a bunch of cowboys arguing In a Wild West saloon about the precise way to describe the Irn-Bru taste.

Talking about product attributes in an ad campaign can be really boring, but this is an example of using a clever story to make a simple attribute (undefinable taste) interesting and relevant – while also remaining in tune with the brand image.