Irn Bru Pro Forma

Info-graphic Research:
Put your info-graphic research here. Use this space to collate information and write notes. If you prefer to write notes on
paper, then scan those notes and add them here.
1
• Currently 153,000 people employed in the advertising sector.
• 3 - Average income per annum for advertising is £22,000.
• Currently 23% of advertisers are freelance.
2 - Graphic Designer:
• Be fluent in image editing and design software.
• Be comfortable with whatever the client pitches.
• Be able to meet deadlines.
• Know how to compose an image to professional standards.
7- Best Places for Graphic Design :
• UK : London, Manchester
• USA : New York, San Francisco, Los Angeles

Put your info-graphic research here. Use this space to collate information and write notes. If you prefer to write notes on
paper, then scan those notes and add them here.
4 - Ways into Graphic Design :
• Develop a portfolio (Show off talents and strengths).
• Focus on a particular area (having a portfolio dedicated to advertising, you’re more likely to impress clients looking for
advertising resources).
• Networking with other graphic designers to get your name out there.
• Approaching companies and design agencies with your portfolio will let them know your available to hire.
4 - Where might the role take me :
• Many graphic designers move between salaried positions and freelance which allows the designer to fit their work in
with their life.
Facts :
• 4 - Typical Entry-Level Education : Bachelor’s Degree in Graphic Design.
• 6 - There is a bias to Males in the world of designers : “This is not a women’s issue. It is a design issue. The need for
flexible work schedules, family leave and feasible child-care, affects both male and female designers but are
particularly critical to women who have been traditionally caregivers” – Moira Cullen.

9 - Facts Continued :
• There is a predicted 13% increase in demand for graphic designers by 2020.
• If you can find a niche in a particular industry and focus your talents on that area you are more likely to earn a higher
salary.
8 - For some simple single designs, graphic designers can make substantial amounts of money – Such as :
The BP Logo was bought for $211 million
The BBC Logo was bought for $1.8 million
The Pepsi Logo was bought for $1 million
The London 2012 Olympics Logo was $625,000
10 - The famous and recognizable ‘Uncle Sam’ recruitment poster “I want YOU for the U.S. Army”, was an inspired version
of the ‘Alfred Leete’ “Britons wants YOU”.
10 - Woody Allen uses the same typeface in the titles and credits of nearly all of his films. The typeface is Windsor.
5 - The Red Cross is also known as The Red Cresent in Muslim Countries, the logo is also changed from a cross to a
cresent.

Info-graphic Bibliography:
1. Graphic Designer Info :
http://creativeskillset.org/creative_industries/advertising_and_marketing_communications/job_roles/4243_graphic_de
signer (Last Accessed 12/09/17, Anon)
2. Advertising Info :
http://creativeskillset.org/creative_industries/advertising_and_marketing_communications/about_the_industry (Last
Accessed 12/09/17, Anon)
3. Graphic Designer Salary : http://www.payscale.com/research/US/Job=Graphic_Designer/Salary (Last Accessed 12/09/17,
Anon)
4. Ways into Graphic Design and Where the role might take me :
http://creativeskillset.org/creative_industries/advertising_and_marketing_communications/job_roles/4243_graphic_de
signer (Last Accessed 12/09/17, Anon)
5. Facts : https://www.bls.gov/ooh/arts-and-design/graphic-designers.htm (Last Accessed 12/09/17, Anon)
6. Gender Bias : https://issuu.com/rachel_irwin/docs/itc_report_rachel_irwin (Page 10, Last Accessed 12/09/17, Anon)
7. Cities for Graphic Design :
UK: http://www.creativebloq.com/studio/uks-top-50-studios-revealed-101413115 (Last Accessed 12/09/17, Anon)
USA: https://www.valuepenguin.com/2015/05/best-cities-graphic-designers (Last Accessed 12/09/17, Anon)

Info-graphic Bibliography:
8. Costs of Logo’s : http://www.businessinsider.com/heres-how-much-money-the-worlds-biggest-brands-spent-designing-
their-logos-2012-8?IR=T (Last Accessed on 13/09/17, Anon)
9. Facts Continued : https://www.linkedin.com/pulse/7-interesting-facts-graphic-design-careers-ivan-andelovic (Last
Accessed on 13/09/17, Anon)
10. America and Britain Poster, Woody Allen : http://83oranges.com/13-amazing-facts-graphic-design/ (Last Accessed on
13/09/17, Anon)

Info-graphic:
Put your info-graphic design work here.

Research:
Describe how you located, retrieved and stored information:
I located my research in websites on the internet, books from Google Books and physical books and surveys I handed out.
I then retrieved and refined the key information from the websites, books and the surveys and this helped me find out
things that are specific to Irn-Bru and things that appeal to the Target Audience and this will help me appeal to my TA in
my adverts.
I then stored my information in my Harvard references to keep everything organised.

Client research:
Irn Bru is a Scottish Carbonated soft drink.
Irn Bru is owned by A.G. Barr plc, the carbonated soft drinks creator and distributor.
Irn Bru are known for their controversy in the marketing department, such as with their billboard advertisements :
Such as this “Cheer up, Goth! Have an Irn-Bru.” billboard advert, it was criticized
heavily as some people thought it would incite bullying. This advert uses
comedy/humour to help sell the drink even though the humour was seen as
controversial or harmful to the goth community.
Irn-Bru also posted some risky adverts such as this “Diet Irn-Bru. I never knew 4 ½
inches could give me so much pleasure”. This advert was controversial as it had
obvious sexual tones and could be deemed unsafe for children. This advert uses
beautiful women to sell the product as the women would catch the eye of men
and women alike and then they would read the comedic tagline and that is the
use of comedy.

Client research:
Irn-Bru’s main way of advertising is through the use of comedy/humour. This is very apparent in their print and AV
adverts. Irn-Bru uses a dark/sexual humour to a lot of it’s advert such as with it’s Get a Grip advert. The advert is of a son
exercising with some Forearm Grips with his back to the door, and when his mum walks in the room it looks like the son is
doing something sexual, but then she drinks some Irn-Bru and it gets her through the situation, just like the tagline says.
The advert uses a Linear Storyline in the advert
The advert is realist
The advert uses comedy/humour to make it memorable
The advert is coercive as without the product the situation wouldn’t be calm

Client research:
Irn-Bru used comedy/humour as their main way of selling the product even in the early days of television and with their
original AV adverts. In the original advert it shows regular people after drinking Irn-Bru and the people becoming
unusually strong, durable or magnetic. This is because of the tagline during this era of “Made in Scotland from Girders”,
this meant that everything to do with advertising in this era meant that Irn-Bru and it’s drinkers became unbelievably
strong.
These adverts used a mix of Linear and Non-Linear as some of the adverts were the effect on one person and others
showed the effects on multiple people.
The adverts were Anti-Realist.
The adverts used Comedy/Humour.
The adverts used reward power.

Client research:
Another advert by Irn-Bru includes a stereotypical nerdy/weedy child who then drinks some Irn-Bru and begins to pick up
massive steel beams and carry them around, he snaps one steal beams and begins to place the steel sheets against the
frame and he pokes out holes for bolts with his finger. He then puts the bolts in his mouth and shoots them out of his
mouth, you then see his push the structure and then it cuts to a ship being pushed out to the sea and the child stood
proudly watching it sail.
This advert is linear
This advert is Anti-Realist
This advert uses Comedy/Humour

Client research:
The official Irn-Bru twitter published some print adverts exclusive to the internet. The adverts were part of the launch of
Irn-Bru Xtra and the benefits that the drink has on peoples lives.
The adverts use comedy/humour to sell the product
The adverts also use reward power

Market research:
Irn-Bru’s main competition will be the big name brands such as The Cola-Coca Company and PepsiCo.
The Coca-Cola Company own the Coca-Cola line-up which consists of : Coca-Cola, Diet Coke, Coca-Cola Zero, Coca-Cola
Life, Coca-Cola Light.
The company also owns other brands such as Sprite, Fanta, Dasani, Minute Maid, Powerade, Powerade Zero, glaceau
vitaminwater and glaceau smartwater.

Market research:
Another main competitor of Irn-Bru is PepsiCo
PepsiCo own the Pepsi line-up which consists of : Pepsi, Diet Pepsi, Pepsi Max, Pepsi Lime, Crystal Pepsi, Caffeine Free
Pepsi, Pepsi Cherry, Pepsi Cherry Vanilla and Pepsi Ginger
PepsiCo also owns : Mountain Dew, Gatorade, 7 Up, Lipton

Market research:
Although The Coca-Cola Company products and PepsiCo products are extremely popular they do not have complete
global dominance over the carbonated drinks market.

Audience research:
1. The majority of people in the survey were 17
2. The majority of people in the survey were Male
3. The majority of people in the survey were Every couple of days and occasionally
4. The majority of people in the survey preferred other brands to Coke, Pepsi and Irn-Bru
5. The majority of people in the survey are influenced by taste
6. The majority of people in the survey said that TV was the most influencial
7. The majority of people in the survey said that Comedy appealed to them
8. The amount of people who had played an Advergame was 10 to 9 so the answer was very close
A majority of the questions had clear winners whereas others had a more even spread of answers, so for those areas of
the advertising I will have to be able to appeal to multiple demographics. Such as with the Advergame question, this
means that I’ll have to create an Advergame that is good enough for people who have played them before and simple
enough that people who haven’t played one before can understand it. So for the questions with clear winners I can use
those as focus points for my adverts as it should make my advertisements more successful.

Audience research:
From the YouGov Profiler I found out that my audience are :
Around 20 – 25
Usually Male
Are of the C2DE Social Classes
And are usually in the professions of Engineering, Government & Civil Service and Telecommunications

Audience research: Questionnaire
1. Are you more likely to buy a brand if it is the same brand that the people around you are drinking ?
No
2. What helps to make an advert memorable to you ?
Comedy, memorable characters and catchphrases.
3. Do you believe that the Irn-Bru advertisement campaigns are successful in making you want to buy the product ? And
if so what made it successful ? If not what made the advert unsuccessful ?
Yes. Because the setting of each advert is a realist setting.

It depends if I like it or not.
2. What helps to make an advert memorable to you?
The people or celebrity in it, as I recognise George Clooney for being in a Nespresso advert
I believe they are successful, as the joke they have ,makes the audience to be apart of the joke.

No, I am more likely to buy a drink depending on what flavour I am in the mood for.
2. What helps to make an advert memorable to you ?
Comedy as I am more likely to remember something that is funny and makes me laugh.
Yes, because the adverts were funny, even though the situations seem like something that would never happen, there is a
sense of realism.

Audience research:
My questionnaire told me that people are unlikely to purchase a soft drink due to peer pressure and the people around
them drinking the drink.
My questionnaire also told me that to make my advert appeal to people I need to include Comedy, Memorable/Famous
People and a Catchy Phrase.
And overall everyone who did my questionnaire believed that the Irn-Bru adverts were successful as they believed that
the adverts have a sense of realism, which makes the advert more believe-able. They people who did the survey also
believed that the comedy side of the adverts helped to sell the product as the adverts become memorable as you think
back to laughing and you think of the advert, instead of the advert being lots of information and finding that difficult to
remember.
Overall I have found out that my demographic is :
Age : 16 - 25
Gender : Male
Social Class : C2DE
Influences : TV mainly

Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.

Individual Idea:
Write down and overview of your idea here. What is your is that you want to take to the rest of the group?
You can also add some visual elements to help explain your idea.
A mimic of the Diet Coke : Economy Class advert where the woman drinks the coke and is taken from a boring plane flight
to a fancy, interesting plane. This sort of idea except that instead of changing the plane, the person would be transported
from wherever they are to Scotland, and then they are bombarded Scottish things. The tag line at the end of the advert is
“What if life tasted as good as Diet Coke ?” could be replaced with “Could anything taste any better ?”

Planning Docs (TV Advert):
Inspiration :

Group Idea:
The print adverts are mimicking the Monster ‘Unleash the Beast’ adverts, by saying “The Taste of Scotland” and a Scottish
item with either the Irn-Bru colour scheme and logo on it or just the logo on it and next to the text.
A man is in a shop, he buys a can of Irn-Bru, he walks out of the shop and drinks the entire can of Irn-Bru, he is then
walking and looks at the side of the building and sees that he now has ginger hair, he then checks his armpit hair and then
his pubes, he acts shocked, in the distance he hears bagpipes, he then goes to investigate and finds himself in an open
field and then the bagpipes suddenly stop, he takes another drink of the Irn-Bru and suddenly at the end of the field a
Scotsman appears and shouts in a Brian Blessed type voice “The Taste Of Scotland”.

Protagonist – Charlie Atkin
Scotsman – Barnaby Fairley
Cameraman – Stefan Hughes
Director – Emily Porter
Locations – The College Shop, The Sports Field, The Walkway towards the Sports Field
Props – Ginger Wig, Kilt, Bagpipes, Irn-Bru Cans
Theme – The Taste Of Scotland/Free Your Inner Scotsman
Resources – Camera, Wide Angle Lens, Gimbal

Shot Line – Buying the can : Close-Up
Drinking the can outside the shop : Medium Shot
Walking down the path : Long Shot
Seeing he has ginger hair : Medium Shot
Checking his armpits and his pubes : Medium Shot
Holding the Irn-Bru in his hands : POV
Hearing the music in the distance : Medium Shot
Walking towards it : Long Shot
Looking out over the field : Long Shot

Start of the advert. Quick shots of the person at the shelf of drinks,
him picking up an Irn-Bru, him then paying and then him leaving the
shop.
The guy then opens the can (insert the
can cracking sound), then a close up
shot of the guy gulping down the Irn-
Bru can. Orange sparks, bubbles and
sparkles surround him giving an orange
fantasy effect.

Quick shots of the guy binning the can, then exiting the building, he then
walks along the footpath and looks at his reflection in the building
(acting shocked).
The guy then checks the his
hair and his armpits to see
the extent of his hair being
ginger. He then checks his
pants and acts shocked.

He then finds a can of Irn-Bru in his
pants and is surprised by it’s appearance
in his pants.
He then cracks open the can of Irn-
Bru and in the distance he hears
bagpipes and is intrigued by them as
they weren’t there before, he then
walks towards the direction of the
bagpipes and ends up stood on in an
empty field.
He then finishes off the can of Irn-
Bru and at the end of the field he
sees a Scotsman wearing a kilt and
playing the bagpipes, then the
Scotsman shouts “The taste of
Scotland !” or “Find your inner
Scotsman !”

Planning Docs (Advergame):
Location : Scottish Highlands
Different levels could lead to different locations and enemies/traps
Currency : Bru Coins
150 for Stage 1
400 for Stage 2
700 for Stage 3
1000 for Stage 4 (Scotland)
Power Ups :
Bon Bons : x2 Currency for 15 seconds
Small Bottle : Auto-pilot for 10 seconds
Can : Currency Magnet for 10 seconds
1L Bottle : Invincibility for 20 seconds
2L Bottle : Extra life
Currency used to get to the next stage

Plot :
Basic running game, avoid traps, obstacles and chasing enemies
Through Scotland each age a different stage with different obstacles
2 Mistakes and the game ends
Each mistake costs the player 1 life
Stages :
Each stage increases the amount of Scottish-ness of the in the game and how Scottish the Character becomes e.g. Bigger
Character, Burlier Character, Kilt on the Character and Ginger Hair on the Character
Sound Effects :
8-bit Bagpipes In The Background - GarageBand
Power-Up Sound – GarageBand
Power-Up Ended Sound
Making A Mistake Noise - GarageBand
Game Over Sound – GarageBand
Menu Music - GarageBand

Stage 1 Scottish Stage 2 Scottish
Advergame URL : https://youtu.be/QV45DvKTO_k

Planning Docs (Print Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
This is the base template for the advert
I have chose this colour scheme as it
matches the Irn-Bru colour scheme, also the
colour pair work good together because
orange and blue are opposite on the colour
wheel, so the colours contrast very well. It
also follows the theme of the old Irn-Bru
print adverts.

Planning Docs (Print Advert):
Potential Fonts
I picked these fonts as they fit the theme of the Irn-Bru font and are
similar so there is a link between the logo and the advert. I also picked
some of the fonts as they could be used in our other adverts , such as
the Golden Age font, which could be used for our Advergame.

Finished Stuff:
Finished pieces to be displayed on your blog.

Irn Bru Pro Forma

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