Irn-Bru Pro Forma

Info-graphic Research and Bibliography:
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.
Radio Show Hosts earn between £10,000
and £84,000 a year.
anon. (6 Sep 2017). Radio Show Host
Salary (United Kingdom). Available:
http://www.payscale.com/research/UK/J
ob=Radio_Show_Host/Salary. Last
accessed 12/09/2017.
67% of Radio Show Hosts are Female
http://www.payscale.com/research/UK
/Job=Radio_Show_Host/Salary. Last
50% of Radio Show Hosts Have between
10 and 19 years of experience
http://www.payscale.com/research/UK/J
ob=Radio_Show_Host/Salary. Last

A Radio Broadcast Assistant earns
£18,000 to £29,000 average per year
anon. (2016). Radio Broadcast Assistant
(UK). Available:
https://nationalcareersservice.direct.gov.
uk/job-profiles/radio-broadcast-
assistant. Last accessed 12/09/2017.
A Radio Broadcast Assistant works on
average 40 hours per week
anon. (2016). Radio Broadcast Assistant
(UK). Available:
https://nationalcareersservice.direct.gov.
uk/job-profiles/radio-broadcast-
assistant. Last accessed 12/09/2017.
Most radio based jobs rely on experience
AGCAS editors. (2017). Broadcast
Presenter Job Profile. Available:
https://www.prospects.ac.uk/job-
profiles/broadcast-presenter. Last

anon. (n/a). Radio Producer Job Description. Available:
https://www.allaboutcareers.com/careers/job-
profile/radio-producer. Last accessed 13/09/2017.
“Entry-level radio producers tend to earn between
£15,000 and £19,000 per annum.
Senior radio producers, however, can earn up to
£50,000 per annum.
Freelance radio producers can earn considerably
more—sometimes up to £350 a day.”
Radio Producers can earn between
£15,106 - £40,685 per year
anon. (2017). Radio Producer
Salary. Available:
http://www.payscale.com/research
/UK/Job=Radio_Producer/Salary.
Last accessed 13/09/2017.
55% of radio producers are male
anon. (2017). Radio Producer
Salary. Available:
http://www.payscale.com/research
/UK/Job=Radio_Producer/Salary.
Last accessed 13/09/2017.

Info-graphic Ideas:
In this info-graphic, the information presented is
made accessible understandable text and imaging The graphic seems cluttered however is full of
information.
The simplistic design style of this is one I would like
to use

Info-graphic Ideas: The information in this graphic is very
understandable and clear.
Good use of colours and
fonts
(aimed at youth)
The images are not
distracting from the
information

Info-graphic Ideas:
Simplistic style for a focus
on information

Info-graphic Ideas:
Cartoon/Comic book style makes
information more accessible
Displays statistics and
figures in a fun way

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

Client research:
AG Barr. (2015). Annual Reports and
Accounts January 2017.Available:
http://www.agbarr.co.uk/media/227993/
Annual-Report-and-Accounts-January-
2015.pdf. Last accessed 19/09/2017.
McCowan's also produced Irn-Bru Bars, chewy, fizzy, bright
orange confectionery bars which taste very strongly of Irn-Bru, though
production ended in late 2005. Irn-Bru sorbet is available in some speciality
ice cream shops in Scotland (e.g. The Horn in Perth, Divitos of Crossgates
or Janettas of St Andrews, both in Fife and also S. Luca of Musselburgh).
Irn-Bru ice cream is also available.
anon. (n/a). Irn Bru. Available:
https://en.wikipedia.org/wiki/Irn-
Bru#Marketing. Last accessed 19/09/2017.
Irn Bru have branched out passed just drinks and now do many other
products. Irn Bru is quoted by AG Barr as a part of Scottish culture and
heritage. It is the most popular soft drink in Scotland. Barr distinguish
Irn Bru as their top brand, along with Rubicon, which have both had a
product growth of 3.2% and 4.9% respectively.

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.
Taken from the AG Barr Annual Report and Accounts January 2015. Irn Bru
sponsored the Glasgow 2014 Commonwealth Gamed. “The Games activity
created very positive consumer engagement, with the role of social media
and consumer-driven contact playing an increasingly important part in the
ongoing development of our brand equity”
The report says that the North East, Lancashire
and Yorkshire are the biggest demographics for
Irn Bru sales in England
AG Barr. (2015). Annual Reports and Accounts January 2017.Available:
http://www.agbarr.co.uk/media/227993/Annual-Report-and-Accounts-
January-2015.pdf. Last accessed 19/09/2017.

Client research:
Irn Bru’s controversial ad campaigns cause many public Ofcom
complaints for their jokey political correctness and bending of
social boundaries
Many feel their ads are inappropriate however this is a an
advertising technique to make the ads more memorable.
Many of Irn Bru’s Ad campaigns follow linear narratives with the
slogan “Gets You Through”. They prove to be relatable to the
common person by using the promotion of humorous real life
situations and using Irn Bru as a confidence boost to the
situation. By using the real life situations the company mostly
promote realist narratives in their never ads.
Irn Bru "Mum" AD
Direct quote from AG Barr's annual report
2017.

Client research:
Chloe Smith. (2013). Irn Bru's 'MILF' ad cleared after
170 complaints .Available:
http://www.campaignlive.co.uk/article/irn-brus-
milf-ad-cleared-170-complaints/1190263. Last
Ofcom received 170 complaints for the Irn Bru
“Mum” TV ad shown in the previous slide.

Market research:
Irn Bru reviews show huge amounts of positivity in relation to the Scottish heritage. As the first review says “Irn Bru
has always been a nice alternative to Coca Cola plus they are cheaper than Coca Cola.” Irn Bru can be seen as an
alternative to Coca Cola, however this could imply that Coca Cola is better. The price of Irn Bru compared to Coca
Cola is also a selling point for its distinctive difference from any other product on the market.

Coca Cola also shows large amounts of popularity on Amazon product reviews which reflects its reputation as the
worlds most popular soft drink.

Market research:
SCOTT MCCULLOCH. (2017). Irn-Bru maker AG Barr see sales
rise to £136m after being boosted by new
products. Available: http://www.insider.co.uk/company-
results-forecasts/irn-bru-maker-ag-barr-10915043. Last
“Irn-Bru maker AG Barr reports first half sales rose around eight per cent to £136 million,
boosted by last year's new product launches and price increases.
However Barr said first-half sales were ahead of the wider soft drinks market, with IRI UK
soft drinks market data from 29 January to 18 June 2017 showing sales rose 3.5 per cent in
value and 2.1 per cent in volume terms.
Barr said it is making “good progress” with its sugar reduction programme and remains
“confident” it will meet its reformulation portfolio target, outlined in March, to cut sugar
content to less than five grammes of sugar per 100ml across 90 per cent of its drinks
portfolio, including IRN-BRU.”
“The announcement of a soft drinks sugar tax in the Chancellor’s budget in
March 2016, and the devaluation of sterling following the UK’s referendum vote
to leave the European Union in June, added additional external headwinds in a
soft drinks market already impacted by price deﬂation”
AG Barr's profits seem to have soured since releasing new Irn Bru products and variants such as, Irn Bru Xtra, Fiery and
Sugar Free.
With the introduction of new Irn-Bru
products, such as Irn-Bru sugar free, AG
Barr’s sales have risen 8% in the first half of
2017. The current economic situation of the
UK and the 2016 sugar tax introduction has
been stated to have proved a problem to
many soft drink retailers, however AG Barr’s
sales seem to be unaffected by the problems
as their sales continue to rise. This could be
due to their extensive marketing campaigns
and could also explain the reasoning for
launching sugar free products.

Audience Research:
YouGov statistics on Irn Bru show that their average customer is a
YOUNG, LEFT WING MALE which is also the target demographic
for the Coca Cola Company.
Irn Bru is the most popular soft drink in Scotland, the only
country who does not have a Coca Cola Product as its leading soft
drink.
Patrick Knox. (2017). BEST BARR ONE The only country
in the world where the most popular drink isn’t Coca-
Cola – and it’s very close to home. Available:
https://www.thesun.co.uk/news/4279261/coca-cola-
coke-irn-bru-map-barr/. Last accessed 19/09/2017.

Audience research:
I conducted an online survey (Survey
Monkey) for primary research into the
products and its competitors. The survey
was conducted with respondents aged
between 16 and 21 and received 21
responses. Here is the result from question
3 asking “What is your favourite Soft
Drink?”. The results show that 28.57% of
the respondents favoured Coca Cola,
arguably Irn-Bru’s biggest competitor. The
responses that featured in the Other
category include: Mountain Dew, Dr Pepper
and Monster, however the volume of these
responses did not amass larger than Coca
Cola’s percentage making it the most
popular. Disappointingly, Irn-Bru received 0
votes making it the least popular drink from
those available. This proves Coca Cola’s
household dominance over other soft drink
providers.

Audience research:
Question 5 showed how often the respondents
drink Irn-Bru which showed no one tends to drink an
Irn-Bru once a week and a third of the respondents
never drink Irn-Bru at all. These results compared to
Question 4 (How often do you drink Coca Cola?)
showed that Coca Cola is undoubtedly more popular
showing that 38.1% of the respondents drink Coca
Cola once or more than once a week.
I feel there is a flaw in the wording of the answers to
these questions which may have affected the results
due to the answers being unclear. This is something I
can build on in my next project by investigating
successful surveys and survey science.

Audience research:
In question 7, I asked which from the following
soft drink companies is the most consumer
friendly. The Coca Cola Company amassed an
80.95% response rating as being the most
consumer friendly company whilst PepsiCo
came second (14.29%), Barr came third (4.76%)
and Schweppes last (0%). Coca Cola’s
outstanding response rate showed in the follow
up question in which I asked “What would you
base this decision on?”. Their responses showed
that people believe this due to its already
founded popularity and seasonal things such as
the Coca Cola Christmas Truck. Coca Cola’s
advertising campaigns are a lot tamer than that
of Irn-Bru and usually reflects multiculturalism
which appeals to a wider audience than a
Scottish based humour Ad

During my research, I made an enquiry to AG Barr about their
target demographic for some primary research of my own. In
response the stated that for reasons of confidentiality, they
could not disclose any more information that cant be found on
their corporate website. They linked me to their some secondary
research which they were willing to disclose to the public.
However they were very polite and replied in a manner which, I
believe ,reflects their company in a positive light.
Audience research:
“Dear AG Barr,
My name is Jack Henderson and I am a student of York
College studying Level 3 Creative Media Production. I am
conducting a survey on your product (Irn-Bru) for a
research project into marketing and advertising. I was
wondering whether you would consider helping me out by
filling out the survey and or giving me any information I
can use for Audience research into your product
Any response would be gratefully received,
Thanks
Jack Henderson”

Primary Research Summary:
Overall I feel that the primary research I conduct concluded slightly pointless. The survey I conducted collected useful
research however I believe it would have been more useful if the survey was conducted on a larger scale with a larger
sample group. I would like

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.
My idea is for a simple “clicker” based
advergame in which the player clicks or taps
the screen to generate more and more
products and points. The points are then
used as currency to upgrade you assets to
produce more and more product. Similar to
games such as Adventure Capitalist and
Cookie Clicker, the game is endless and does
not have a particular goal other than to
amass points. The game will be entirely
based around Irn-Bru and the player will be
producing Irn-Bru products with every tap.
Draft for the
Advergame based on
similar game designs.

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.

Planning Docs (TV Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required plannin
You may need to copy this slide several times, so you can fit all the work on here.
Group info –
Roles/ Jobs/Responsibilities
Visual Planning –
Storyboard, shot list, concept board/mood board
Organisational Planning –
Schedule, resource list, info on roles
Production –
30 sec advert, shared footage but edited individually
This is the storyboard for our TV advert. The theme we chose
was Sports and the Olympics which we are incorporating in a
humorous way. All the equipment of the sports will be
replaced with Irn-Bru products and merchandise. This will
reflect the motifs used in the official Irn-Bru campaigns in
which they use on edge, satirical humour to make their
campaigns more memorable.

The necessary contingency plan and call sheets for the production of our TV advert.

Planning Docs (Advergame):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
These are the base assets for my advergame. I created
them with the paint tool using Adobe Photoshop and
reducing the size of the tool to 1 pixel to create the 8
bit style that I chose for the game. As the theme to
our campaign is sports and the Olympics, I decided to
make my game a running race game in which the
player smashes buttons to create the running
animation. Its will be a single player game with the
player playing as the character in Irn Bru colours facing
against AI characters who are dressed in colours of
rival Irn bru companies such as Coca Cola and Sprite.
The background was designed to include Irn Bru
products as advertisement. This was necessary as
without them the game would not advertise Irn-Bru. I
also included Ben Nevis in the background to show the
Scottish heritage of the company.

Planning Docs (Print Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
My first ad takes inspiration from motivational posters that are found in offices and work places. I felt that i could be
creative with this and create mock humour from something that everyone can relate to. The idea of the ad is that a man
saves a child from a house fire after drinking Irn-Bru Xtra and "doing Xtra".
The fonts I plan to
use are based off
fonts found on
“motivational Posters
Bodoni MT
Cordia New
The colours I plan to use for the Ad
The original colour scheme for Irn-bru
is ORANGE and BLUE which are the
colours that I will primarily promote in
my piece

Finished Stuff:
Finished pieces to be displayed on your blog.
Character Design
The 2 character designs of the game are based on the
company colours of Irn-Bru and Coca Cola. The player
will play as the Irn-Bru themed character racing against
the Coca Cola themed character. The characters have a
pixel art design style and are completely original
designs. Both character feature the same body design
and running animation however colour scheme and
heads are of different design.

Finished Stuff:
My finished piece followed the 8 bit art
style as was planned however I changed
some elements from the plan such as the
level of detail in the running track. The
characters have a blocky running style
which could be refined if more time was
spent into the frame by frame animation
however I am happy with the overall
project. A weakness of this project for
myself is that I had to learn whilst doing it
which slowed the process down but I feel
if I were to do it again I could produce the
same product again much faster and more
effective.
The Irn-Bru logo was not made in 8 bit as,
the versions I made were very low
resolution and didn’t properly show the
Irn-Bru logo so I used the official logo and
changed the resolution to fit the style

Finished Stuff:

Irn-Bru Pro Forma

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