The document provides information on the marketing strategies used by Irn-Bru across various mediums including print ads, TV ads, websites, and packaging. The print and TV ads utilize crude humor and inappropriate language to appeal to their target male demographic. The website uses a simple design with bold colors and fonts for easy navigation. Packaging emphasizes the brand colors and highlights the product benefits. Irn-Bru aims to stand out through controversial advertising that generates buzz and discussion among consumers.

1. Existing Adverts

2. Print Ads
Colour Scheme: Orange and Blue.
The colour scheme is orange due to the
colour of the drink. Blue is the colour
opposite orange on the colour chart
meaning they compliment each other
well. The shades portray a manly image
which is good as men are the ones who
normally drink energy drinks.
The image to text ratio is pretty even in
terms of size. In quantity the words are
more the focus. They are also the most
controversial thing on the advert. Many
companies wouldn’t want to use those
types of words as they are
inappropriate and can offend people.
They are very simple and funny in a
crude way which appeals to the male
audience.

3. TV Ads
The TV ads are similar to the print ads as they are just as
inappropriate and funny. Some of the ads can be confusing as
the context has nothing to do with Irn-Bru but this is what gets
people talking. IF you have a new product the best way to get it
into the mainstream is to create controversial adverts that make
people talk.
Their Snowman advert is to compete with the Coca-Cola
Christmas ad. The Coca-Cola ad is so well loved and well known
that it would be hard to even be half as good. Christmas adverts
are incredibly hard to produce and make good, they can
become very cheesy very easily. Using the Snowman has given
Irn-Bru an advantage as it is already a well known and loved
thing that is associated with Christmas. Because it is so well
known it would cause a lot of talk using it in an advert anyway,
never mind in the way they used it. They suggested that Irn-Bru
is so good that it would break up a friendship including the one
the little boy and the snowman had. People could either find
this upsetting or funny which is a very big risk in advertising.

4. Website
The web banner is keeping up with the colour scheme. A darker shade of orange is used to indicate that that is the page you
are on. It is all straight and simple which makes it easier to understand and navigate. This again appeals with the target
audience. Men aren’t too bothered about looks and fancy techniques, all they want is for it to work. A bold basic sans serif font
has been used to again keep it easy to understand. It also works well with the font on the can and logo. They aren’t the same
font but they are similar, close enough for them to link together. The blue boxes also match the strip on the package design.
The links at the top to their social networking sites are incredibly basic and a bit boring. It could have been blended into the
background a bit better instead of it sticking out like a sore thumb. The blue box isn’t necessary and the colour is to similar to
the facebook logo.
The image on the left is on the website as a moving image. The text comes down in
separate lines and the link box comes out last along with the pencil writing and
arrows. This is so the audience have time to watch the ad and understand what it is
about before they click to go any further.
The plain silver colour indicates the lose of sugar, all the colour is lost from the can
and all the sugar is lost from the drink. Again the quirkiness are included with the
‘penciled in’ writing and arrows. The main words are also seen to be humorous
because naming a diet version of a drink the same but with sugar free on the end is
an obvious choice and most people use it.
The background on the website is black to help the colours stand out. It also helps
features banners (right) stand out. If it catch people’s attention then the public are
likely to click on the link and search the website. The longer they are on the site the
more likely they are going to like the brand and buy it. The humour is still in the
feature ads. This is to keep the whole campaign linked and

5. Comparison
The layout of these ads are very basic and honestly anyone could produce them. No technical tools or techniques have been used, two
images have simply been placed next to each other. There is no blending or background that has been moved to help make it look like
they are meant to be together. The clean lines are keeping up with the website and package design but it isn’t a good method to use on
an advert, especially when the lines are vertical.
The images on the left of the adverts are in black and white to draw more attention to the orange, where the copy is. The copy is very
important as that is what gets the message across clearest and gives the audience information. The copy is in blue, again, keeping with
the colour scheme. The actual words they use have double meanings which can be very controversial. It can be seen as
inappropriate, they are pushing the ASA rules a lot with there adverts but it causes talk and this is good. Their target audience, (young)
men, will find the adverts funny as their humour is quiet crude. The half naked woman in the advert on the right will definitely appeal
to the male demographic.
The product has been included at the bottom. It will be the last thing the audience see on the ad therefore the picture of the can will be
in their minds once they leave the poster. The website is underneath this in case people want to find out more about the brand.
Meanwhile, the sugar adverts are very good. Again, the product is the last
thing you see. The clean lines work to there advantage in these ads as the
two images are meant to be separate as it is a game of spot the difference.
All companies like to say that their drinks still taste the same even though
there is no sugar in it now. The technique of using a simple game like spot
the difference to portray this is genius. The pictures are exactly the same a
part from the one that has the sugar free bear in it. This is saying the drinks
are exactly the same but one doesn’t have sugar in. The colour scheme is still
orange and blue but the white is more prominent. This is because it is for the
diet version, white symbolises purity and this version is the pure version of
the drink because it has no sugar in.

6. Irn-Bru 32
The current campaign for Irn-Bru 32 has a character or mascot for it. This mascot is a big blue cuckoo bird. They have used this
particular animal because of the cuckoo clock. The bird would pop out every hour and if you were having a nap it would surely
wake you up. This is a good thing to represent the energy drink since this version is meant to be more stimulating and wake
you up better. The bird is loud and obnoxious, again to signify the kick the drink gives you. On the TV ads the man dressed as
the bird is Scottish, this is because Irn-Bru originated from Scotland. So in their adverts they stay close to their roots.
The bird is blue because of the blue scheme of the company. The packaging for this particular drink is blue and orange instead
of orange and blue. This is to show that this is in fact a different version with a different taste and purpose. They use the same
colours though to show that they are part of the same brand.
The advert is set in a library because it emphasis how loud the drink is, how much energy it has. It also helps with the funny
inappropriate jokes they make in all their ads as the bird bursts through the wall, like a cuckoo clock. Then he starts speaking
really loud, which is not allowed in libraries, and when the librarian tells him to shush he is rather rude to her. This could be
found offensive but I think most people would find it funny.
Irn-Bru are very risky in the way they advertise their products. They want to be different and stand out. They aren’t too serious
and understand that making rude jokes and using words with double meanings that are inappropriate appeal to their target
audience of men, particular the younger ones. The drink seems rebellious which will appeal massively to the teenagers and
young adults. You can tell that these are their target audience as they are the type of people they cast in their TV adverts. The
people drinking the product, particularly in the new ones, are young men.

7. Packaging
The name and copy is still in the same font.
This is to show that people know the
product belongs to the Irn-Bru brand. They
have kind of changed it by removing the
‘Barr’ in a box that they used as the hyphen
and the orange outline of the word has
been removed.
The colour scheme has been kept but
reversed to show that the product is
linked with Irn-Bru but it is a new
version and is different from its other
products. Blue is also linked with
intelligence which could help with the
stimulation part of the drink. Orange
stands for success which means that
this drink could help you win, which is
good on the sport audience they are
targeting.
The USP, tells the public what is special
about this product and why they should
buy it.
‘Great tasting stimulation’ – the drink is an
energy drink that is more energising than
their other products. Using stimulation
males people think it effects the brain too
and makes your body work at its best
ability.
Pointing out that it has a great taste will
make it more likely for people to buy it.
Promising a great taste will reassure the
public into buying it for the first time.
The 32 is in the original brand orange.
The has a light behind it bursting out
to signify how the drink will make you
feel. The burst of light signifies the
burst of energy it gives you.
It could also look frosted because of
how refreshing the drink is.
The rough font gives it an urban edge
that the target audience would like.
Because of the light it could also been
seen as the 32 is coming out of the
can. There is 32 ingredients in this
drink so the numbers coming out of
the can is like the drink escaping from
the can. This could also mean that the
drink gives you the energy to break
out of your normal routine or the wall
blocking your way to win a match.
The man running symbolising
that it is an energy drink. The
stretch of his person proves
that he has a lot of energy. It
also suggests that this is a good
thing to drink during a break in
sports. If you are tired from the
first half then this drink will
help to revitalise you for the
second half.

8. Red Bull
The Red Bull website is very good. I enjoyed looking through the different
pages on the site. The images to the left make up the home page. The
navigation bar at the top is very thin. It contains links to the other services Red
Bull provide like the sporting events they sponsor or manage. That would draw
attention away from the product in question, the drink., so the bar is thin.
Underneath that is a second navigation bar that contains links to things about
the energy drink. There is a drop down menu that tells you the different types
of drink you can get. The logo is used to show that the website is for the
company. Logo’s are one of the things that stick in peoples minds and make
the brand recognisable.
The other links take you to the life on the can, how its recycled and how good it is for
the planet. This is a good thing to advertise especially in this day and age when
everyone is eco-conscience. The link labelled company take you to a page about the
history of Red Bull. Cartoons go to their TV ads. The cartoon adverts were a big hit
and many people will want to see them again as they have not aired in a while. This
page allows them to view them whenever they want.
When you scroll down the home page the copy is in white blocks with a transparent
box in-between which shows an image. The idea is simple but really clever, you can
tell the box is transparent and not just a picture because you can only see the part of
the picture that is in the transparent box. This is something I haven’t seen before on a
website and I’m sure a lot of other people wouldn’t have. This will give the wow
factor that will keep the public on the site for longer.

9. They have celebrity endorsement, Robby Nash, Thierry Henry and
Mark Webber are all sportsmen. On this page they have quotes
from all three of them. If they show this and fans of those
sportsmen see it they may buy the product to be more like them.
The quotes are along the lines of them saying that the drink gives
them energy and helps them stayed focussed. If other
sportspeople see this then they are likely to try it out too.
This is the next thing on the homepage for the energy drink
section. It informs people of the best times to drink Red Bull. It
gives you a quick list of the places but if you click on the link in
the red box it turns this segment into a slide show. Each place in
the list has it’s own individual slide with more information as to
why you should drink it then.
The ingredients are listed next. People like to know what they are
consuming and with drinks it is hard to tell by yourself. If you follow
the link on this section then it takes you to a page that goes into more
detail about the ingredients . It explains why those specific ingredients
are in the drink and what it does . Again if you want to know even
more there are links on that page that allow you to know exactly what
types of the ingredients. They also clarify that only the best
ingredients are used which is useful information for consumer as most
people are very conscience of what they out into their bodies now.
The four versions of Red Bull that is
available is then shown. They all have
links underneath that take you to a
similar homepage that I have just shown
you but specific for that drink. The
pictures are a good idea as it shows the
public what the product looks like.

10. Right at the bottom is similar to the links at the top. This is so, if people decide not to click on the link at the top and scroll then they
don’t have to scroll all the way to the top again to click on the link. They have displayed them differently to make the site more
interesting. The size of the text makes it easier to read and understand. It also makes the experience as a whole easier as the clear
layout makes it easy to navigate through.
This part is at the bottom of every page but the things they choose to display changes depending on the page you are on. The things
they display are the numbers they are proud of. One of the other statistics they show is that they over sold over 35 billion cans.
Showing your best statistics like this is a good way to show people how good your product really is.
The traditional links about careers, how to contact them and the FAQ’s are all there clear to see. The colour scheme is kept all the way
through the website, Red Yellow and Blue.
Their social networking sites are at the very bottom so once people finish browsing the site they can go onto the social networking site
and follow/like them so the public can keep up to date with the new releases from Red Bull. A link to their original website that has the
information about everything they provide. The link has the logo in which again allows the public know what the brand looks like and
what to look for when they want to get the products.

11. Red Bull TV Advert
Red Bull’ s TV adverts are all
cartoons. The style they are
drawn in sets them a part from all
the other adverts aired on TV. All
of the adverts have the same
concept of the drink giving you
wings. This suggests that the
drink makes you feel so good that
you’re flying.
In this particular advert clearly
states what the drink does. The
genie asks Aladdin what his three
wishes are. He asks to be as wise
as any owl, as strong as a bear
and to be able to fly like an eagle.
The genie answers this by saying
that all he needs is a can of Red
Bull as it revitalises the body and
mind. This appeals to the public
since the three wishes Aladdin
made are the general ones everyone would think of making. Buying a can of Red Bull is much easier than finding a genie to grand
all these things. Saying that the drink makes you stronger and smarter will appeal to the public as these are traits everyone wants.
They also show the product in the advert, the actually physical product, not just
a drawing of it. This lets the audience know what the product actually looks like.
There is no point in advertising a product with letting the public know what it
looks like, they won’t know what to look for when they go to the shops.
The name and what it does is clearly stated under the can. This makes sure that
the viewer defiantly knows what the drink does to their bodies. It is also good
for the hard of hearing or the people who may have their telly on mute at the
time. It gives the audience information without sound being necessary.

12. Relentless
The background of the advert is the same as the design on the can. The
same font used on the can is used on the poster too. The same copy is
used too. In fact, the only advert is similar to the cans. The layout is the
same but instead of Relentless down the middle it has a picture of the
product. It is important to show the product so people know what it looks
like. If the audience want to buy the product but have no idea what it
looks like it is too much of a chore to look through all the drinks in a shop
to find it. Instead the public will just buy a bottle they are familiar with.
The colours used are to do with the flavour of the juice used in the drink.
The background of the poster itself doesn’t have any colour so it doesn’t
draw any attention away from the cans. The cans are meant to be the
main subject on the adverts since they are the product. Having them the
only think in colour draws attention to them.
‘Juiced Energy’ is in colour also as it is their USP. Not many energy drinks
use actual juice in there drinks. It sets them apart from the rest of the
competition. Also using the word juice makes people think its healthier. If
they used the words energy drink then people would know that it was
filled with sugars and other things that are bad for you.
At the bottom of the poster it has the four things the drink does. It is
important that these are pointed out. This is so that the public can see
exactly what they are buying. If they are looking for a drink to give them
energy then they will know that Relentless is a drink that provides it. If
the public know this then they are very likely to buy the product which is
the aim of the advert.

13. Monster
Green is the colour scheme and
has been continued to the bottom
of the can. It is also used as the
pull tab that opens the can. This
design isn’t usually used on a can.
Companies usually use the tab
plain silver as it is cheaper.
However, colouring it green makes
Monster stand out and gain more
attention which could create more
sales.
The shade of green they are used is
very bright. It radiates which gives
the impression of energy. The toxic
theme they have play into their
favour on the energy front. It is
known that the right chemicals can
create energy.
The font used on the can is very
supernatural and gothic. It is the type
of writing you expect to find in an
ancient book about all things
supernatural, like monsters. The font
used for ‘energy’ is very basic, it is
simple enough to make it easy. It still
fits in with the theme of the can
though because it is green.
The main ingredients are listed
around the top of the can. This is a
good way to state what is in the
drink without making a big deal
about it.
The logo looks like a scratch mark
made by claws. This ties in well with
the name of the brand as it could
have been a monster how made the
impressions.
The green is to make the drink look
toxic, like the monster was generated
threw a science experiment. The
slogan is ‘Unleash the beast’ so if you
drink the drink it will turn you into a
beast just like the chemicals did for
the monster who created the M.

14. RockStar
Rockstar’s colour scheme for the logo and copy is yellow on the original drink. This is because of the star in Rockstar, stars are yellow,
when you dram them you always colour them in yellow so this become their colour scheme. The yellow has carried over to the copy
on the advert. It’s used to emphasis the important words in the statement displayed. The word ‘New’ is in yellow so the public know
it is new. Most people like to be one of the first people to try something new so pointing this out could gain sales. ‘Energy’ is also bold
so it really stands out. The drink is an energy drink so getting across to the public that this is the function of the product is a key
element to advertising. The slogan is the next thing in yellow. It was also been turned into a hashtag to appeal to the younger
generation who is part of their target audience. I shows that they are current and up to date with trends.
For the individual cans and drinks the colour scheme changes depending on the flavour of the drink. This can help the audience
identify the flavour without looking at the label. This was particularly useful for the cans as you can’t see the drink like you can with
the bottles. Showing the bottles is good as it also helps the customer spot the drink when out and about.
The image used of the man skateboarding is because the product is an energy drink and sports is one of the most common things you
lose energy quickly and need to refuel. It also fits in with the copy ‘Lifestyle Energy’ because skateboarding is a lifestyle, the skater
lifestyle. The water beneath him is because the drink is called energy water. They have used sprays to make it look more refreshing,
one thing everyone wants from a drink, particular an energy one is for it to be refreshing.
The reason they have decided to came out with this product is because it sounds and properly is a lot healthier than other energy
drinks. Because it uses the word water it make you think healthy which is important to sports player. Their health is their main concern
so having a drink that sounds healthy will increase the sales.