Irn - bru pro forma

1. Irn-Bru
JOSH PALMER

2. 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.
You will need to copy and paste this slide several times.
Sources:
http://creativeskillset.org/creative_industries/advertising_and_marketing_communications/job_roles/4243_graphic_designer
https://www.prospects.ac.uk/job-profiles/graphic-designer
http://graphicdesignjunction.com/2012/08/typography-design-60-remarkable-examples/

3. 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.
You will need to copy and paste this slide several times.
Sources:
http://creativeskillset.org/creative_industries/film/job_roles/3771_marine_and_diving_camera_crew
https://www.theunderwatercentre.com/fort-william/diver-training/diving-courses/c_18/hse-scuba/
What does the Marine and Diving Camera Crew:
scary

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

5. Research:
Describe how you located, retrieved and stored information:
Irn-bru is the most popular soda drink in Scotland
Irn-bru is Scotland's other national drink (whisky is the main drink). It is produced in Westfield, cumbernauld,
north lanarshire, by A.G. Barr of Glasgow.

6. Client research:
Put your client research here.
Things to consider:
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.
https://www.youtube.com/watch?v=UkdEL57BmM4
Irn-bru is the most popular soda drink in Scotland. It is so popular they have embedded it into their ‘culture’. Irn-bru likes to use
the Scottish culture to promote their drink. Their target audience is Scottish people and to get to them they used a lot of Scottish
actors to promote their brand. They also use the ‘dullness’ of Scotland to their advantage. In their adverts they like to portray
something as really dull, boring or not good. They then, after the actors drink a can of irn-bru, portray they scene as a lively or a
good place. A prime example of this is would be in this advert, they portray something as really dull and boring and then after
drinking an Irn-bru they turn it into a action scene and everything is lively. They also like to use a comedic aspect to the adverts
which is also a good way to promote the brand because it makes people laugh and everyone likes to laugh, it also portrays positivity.
Irn-bru are really good at creating slogans. They have done multiple campaigns that are based on catchy slogans. This one is
‘don’t be a can’t be a can’. They implement this in the advert by saying the slogan after a women said that they ‘can’t’ do something and
the man said the slogan whilst getting out a irn-bru can. The word ‘can’ means two things, it means that they can do something when
they drink an Irn-bru. They are also referencing the actual can of Irn-bru at the same time. This play on words shows the viewers that a
can of Irn-bru is a positive thing and not negative. The do this a lot in their advertising campaigns and it works really well.

7. Client research:
Put your client research here.
Things to consider:
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.
This Irn-bru billboard uses ‘beautiful women’ to advertise their drink. This billboard is mainly aimed
at men as they will all take a glance at it to see the ‘beautiful women’. The billboards says diet Irn-
bru and shows a photo of a ‘beautiful women’ who is in shape and has a perfect ‘beach body’. This
will attract a lot of people as everyone wants to be in shape and have a perfect body and this ad is
saying buy Irn-bru and you will. It is mainly women who will want to be more in shape/look better
than men, so this aspect will attract more women. Irn-bru are really good at attracting both male
and female audiences at the same time and using different methods in one advert.
Also in this billboard they have a quote that has come from this ‘beautiful women’ that says “I
never knew 4 ½ inches could give me so much pleasure.”. This is a sexual reference. The stereotype
is that if you have a small penis (in this case a 4 ½ inch penis) you will not be able to pleasure
women as well as people with a big penis. Irn-bru cleverly use this stereo type to advertise their
cans (which are 4 ½ inches). They are also hinting at the fact that Irn-bru is better than sex. To clear
up any controversy Irn-bru then put a picture of the can with a measurement of 4 ½ inches next to
it. The can confirms that she is talking about a can and not a penis.
Most of Irn-bru’s billboard have clever quotes and a picture next to it. This is a really good
campaign as they all have a comedic effect which promotes positivity. This links in with their adverts
on tv as they like to use comedy as well. You could say that they are using comedy to be positive and
make the audience have a good day. This could also make the audience think that if the ads are that
positive, I wonder what the actual drink is like.

8. Market research:
Put your market research here.
Things to consider:
What market is your client part of, who is their competition?
My client, Irn-bru, is part of the soft drink market. There is a lot of competition in this market. Such as brands like: Coka-cola,
Fanta, pepsi, Tango and Vimto. I am going to be looking at Vimto’s advertisements, as I feel like they have some really unique
adverts.
This Television advertisement is really unique because they know how to get to their audience and they do it in a really
different way. They do it by telling the audience to shut their eyes and listen to the soothing sound. Knowing full well the
audience has not shut their eyes, they start showing some comedic clips of people that have been drinking Vimto. You cant
actually see them drinking the Vimto but you can tell that they have because they are wacky and different. Then on the screen
they say that they ‘like’ us the audience. This makes the audience feel happy, positive and accepted. They want the audience
to feel like they are the only ones who opened their eyes, so that they feel like they are different to everyone else. This is
powerful as they get the the audience into the mindset of them thinking that they are different and they stand out and then
they they say that we ‘deserve something’ and then show us Vimto. This ad makes the audience feel different and then they
say that they need something different. This

9. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
Another competitor, the largest drink company in the world, Coca-Cola have some amazing advertising
campaigns. This print based ad is really effective as it has multiple persuasion techniques, they know
exactly what the audience want and how to get it across.
One thing hat is effective in this ad is the fact that they know exactly what the audience want, a cold
drink in boiling hot weather. They repeat this multiple times in the text. They also portray that the
drink is ice cold in the image. They have covered the coke bottles in ice to show that it is as cold as ice.
They also condensate the bottle to make it look more cold. This also links in with the fact that they
repeat that coke is refreshing and delicious. These are the main two things that people looks for in a
soft drink.
Another thing Coca-Cola does is use rhetorical questions to try and make the audience relate to the
ad. This is shown in the bottom right text when they are asking if the ‘days are hot?’. This is obviously
a summer ad. They also say ‘why wait?’. This is coke basically saying try the drink now and it is really
effective. They also use direct address when they say ‘come and get it’ and then put the price. This
makes the audience seem like they should get it.
Another thing Coca-Cola does is tell the audience that coke if perfect for every season of the year. In
the summer they exaggerate the fact that it is cold and refreshing. In the winter they try and use the
the fact that it is cold to make it blend in with winter. This is proved when they bring out the Santa ads
to try make it seem like coke is apart of winter and Christmas.

10. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
In question 1 I asked if anyone actually buys Irn-bru. Most people buy them but not regularly. This says that my audience are
not a fan of irn-bru. Irn-Bru is obviously not their first choice of drink.

11. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
In question 2 I asked how old the target audience was. 100% of the audience is 13-20. This tells me that all of my audience
are teenagers; I can now focus on one age range. My audience are more than likely to be students. I can try and relate some
of my ad towards students to make a relation between them and irn-bru.

12. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
In question 3 I asked what gender they are and the majority are males. Now I know this can use more masculine aspects but
not too much as I don’t want to be sexist.

13. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
In question 4 I asked where everyone is from and everyone said England. This helps me because I now know that the
audience wont really know a lot about the Scottish culture, they will only know about they stereotypes. I can use scotish
stereotypes to advertise irn-bru.

14. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
In question 5 I asked the audience if they think the Irn-bru campaigns are effective. They all said that they are funny or
different. They also realize that they use the stereotype to advertise their products in a comedic way. This helps me because
now I know what sort of style to do my ads in.

15. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
In question 6 I asked if people liked the advertisements from Irn-Bru and they all said that they do because they are funny.
My audience obviously like to laugh and like comedy. I will do a comedic ad rather than a serious one to try and grab their
attention.

16. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
In question 7 I asked my audience what their favorite soft drink is and Irn-bru is quite low on the chart, with brands like
Fanta, Coca-Cola and sprite above it. From first hand experience of being a teenager I have come to realize that my audience
could be belongers because myself and the majority of my friends have a favorite drink and normally stick to it. It tells me
that my audience will need a strong ad to sway their mind not just one that makes them laugh.

17. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
In question 8 I asked my audience when the last time they had an Irn-Bru was. Most of my audience said that they have
never had an Irn-Bru recently. This is probably because they have not had a reason to buy one.

18. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
In question 9 I asked my audience if they knew where Irn-bru was based to see if everyone knew where it was from. 100% of
the audience knew where it was from so this leads me to believe that they have seen an Irn-Bru ad before.

19. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
In question 10 I asked if they knew who makes Irn-Bru to see if they recognize the brand. 100% of the audience knows who
makes it so they obviously recognize it from somewhere.

20. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
According to https://yougov.co.uk/opi/browse/Irn_Bru the majority of the irn bru audience are young. This is proberly
students or young working people. To back up this point you can see that the politics is really far to the left and that means
that they support the labor party; most young people support the labor party. This Also these people are mostly male. This
Is probably because males are less bothered about what their body's look like and irn bru is pretty unhealthy.

21. 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.
Advergame:

22. 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.

23. 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.

24. 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.

25. 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.

26. Group Idea:
Put your groups idea here. Agree on what you are doing. You need to work to this concept from here on.

27. Planning Docs (TV Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.

28. Planning Docs (TV Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.

29. Planning Docs (TV Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.

30. Planning Docs (TV Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.

31. Planning Docs (TV Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.

32. Planning Docs (Advergame):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.
List of what need making:
• Character
• Menu option
• Landscape (Grassy)
• Tutorial sign
• Clouds
• Golf club
• Aim arrows
• Power bar
• Go button
• Flag
• Sun
• Controls

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