IRN-Hairdo, IRN-Screw - IRN-BRU | Clapboard Ad Archive

IRN-BRU’s 2019 campaign IRN-Hairdo, IRN-Screw, developed by Leith, is a striking declaration of the brand’s unapologetic, tenacious character within the highly competitive non-alcoholic drinks market in the United Kingdom. This film campaign, launched in April, leverages bold visual metaphors and playful exaggeration to embody the brand’s core message: embracing boldness and resilience in everyday life. With two distinct film assets, the campaign casts IRN-BRU not just as a beverage but as a catalyst for fearless confidence, extending this attitude even to inanimate objects, a creative choice that underlines the brand’s irreverent and rebellious spirit. The tagline Get some IRN in you encapsulates this ethos by inviting consumers to internalize the drink’s energetic and defiant qualities, while the IRN-HAIRDO film’s Hair today gone tomorrow line injects humor and edge, reinforcing the brand’s distinctive voice without resorting to conventional testimonial or problem-solution narratives. The campaign’s conceptual framework aligns with what Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit—where the product’s promise of boldness and grit is brought to life through symbolic, exaggerated imagery rather than literal depiction. This approach allows IRN-BRU to differentiate itself effectively in the crowded food and drink sector by celebrating the fearless nature of its drinkers and encouraging a lifestyle that rejects conformity with unwavering confidence. The campaign’s creative storytelling and striking visuals offer a fresh take on brand identity that resonates with IRN-BRU’s core audience who value authenticity and audacity. Clapboard rates this campaign 66/100. This campaign matters to the industry because it demonstrates how a legacy brand in the soft drinks category can reinvigorate its positioning by using symbolic exaggeration to embody brand personality, proving that creative boldness remains a powerful tool in cutting through category noise.