For nearly 30 years, Edinburgh ad agency Leith was the creative force behind Irn-Bru's most memorable and unforgettable commercials. Their iconic works including 'The Snowman', 'Grandad', and 'Electric Lady' were a masterclass in going against the grain, relying heavily on dry, often controversial, and quintessential Scottish humour. These campaigns didn't just sell a drink; they cemented Irn-Bru's place in the nation's psyche as a brand that was unapologetically itself. That it was Scottish.
However, at the start of the year, AG Barr announced a massive change as their business would be moving south of the border to London-based agency Lucky Generals. The decision made by the Director of Marketing after two years in the job got tongues wagging - would a London agency capture what Irn Bru was all about? So it was inevitable that as soon as their first ad went live it got tongues wagging over its new creative direction.
The main positive, Lucky Generals brought back the classic brand line that was synonymous with Irn Bru for decades - a line that every Scot can roll off the tongue: 'Made in Scotland from Girders'.
The ad features a young, ginger-haired boy in a corner shop delivering a monologue about Irn-Bru's true essence - one of defiance and unyielding character. While it has achieved widespread public approval, for its nostalgic feel and clever wit, celebrating its ability to capture a fresh-yet-familiar Scottish humour. Not everyone is convinced
Sadly, I am one of them. Rather than going with an original concept, Lucky Generals in my opinion have simply rehashed the ad off the back of another one of their creations for Yorkshire Tea.
It has failed in its attempt to even reach the level of what Leith were doing. Their Yorkshire Tea ad 'Where Everything's Done Proper' is known for its similar comedic style as they have done with Irn Bru. A charmingly over-the-top portrayal of mundane British life with a dry, relatable sense of humour. Lucky Generals has simply applied the same formula from a regional brand to Scotland's national brand, rather than creating something distinctively and uniquely Irn-Bru.
This lack of originality, in my opinion, is a huge fail. While it tries to stay true to the brand's core values and a connection with its audience - it looks more like Lucky Generals' creative team trying too hard to sound and portray what its like being Scottish while having no clue what its like being Scottish. They even had to explain on their own website what a girder is!
The ads produced by Leith were memorable. We shared them, we laughed at them, we talked to our family and friends about them. As one commenter on my Linkedin page said: "Sounds like the typical case of new management wanting to show they can make changes for the sake of change, rather than doing what is best for the business. Keeping the good, ditching the bad."
Another added: "Irn Bru’s magic was always in its bold, offbeat humour. This new ad feels safe and uninspired by comparison. A missed chance to stand out like they used to."
In the end, Irn-Bru's new ad campaign has sparked a debate that reflects the brand's place in Scottish culture. The debate around the ad stands as a testament to the brand's legacy and the high expectations that come with a history of being both daring and authentic - built by an agency that singularly were responsible for making it what it is today.
The irony of Irn Bru being made in Scotland, with an ad agency based in London trying to tell us what being Scottish is all about didn't escape me. At a time when successive Tory and Labour governments try to combat the rising tide of independence supporters with Scottish products being rebranded with Union Jacks emblazoned across the packaging with the words Made in Britain added - its rather ironic that the London agency has predictably peddled such a lazy campaign.
Don't get me wrong it won't damage the brand in Scotland, it won't stop us from drinking it and keeping it the number one soft drink in the country - the only country in the world that doesn't have Coca Cola as number one I may add. What it won't do though is keep us talking about the ad or remembering it for years to come. That was the beauty of the work done by Leith. They got Irn Bru, they got Scotland.