The campaign "Let's just agree it tastes magic" by Irn Bru, released in the UK in July 2021, positions the brand as a uniquely enjoyable and memorable beverage experience within the non-alcoholic drinks market. The core proposition centers on the idea that Irn Bru offers a distinct, almost magical taste that defies debate or comparison, aiming to reinforce the brand’s strong identity and emotional connection with consumers who already appreciate its distinctive flavor. By asserting a communal agreement on the product's exceptional taste, the campaign emphasizes both product differentiation and brand loyalty.
Strategically, the campaign leverages a straightforward but effective insight: Irn Bru’s consumers are passionate and often engaged in playful debates about the drink's flavour, which is integral to the brand’s cultural standing, especially in the UK. The creative angle embraces this cultural conversation by urging viewers to unite in the acknowledgment of the drink's unique taste, thereby fostering a sense of shared experience and community among existing and potential customers. Targeted primarily at UK audiences familiar with the brand’s heritage, the campaign uses a performance-driven film format to achieve visibility and engagement, supported by social media and digital platforms like YouTube. The use of a hashtag (#ItTastesMagic) further anchors the campaign in digital conversation, encouraging user participation and reinforcing the brand’s stance in a competitive market. Overall, the approach combines cultural relevance with direct appeal to taste and identity, reinforcing Irn Bru’s position in the non-alcoholic drinks category through a confident and unifying message.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
The campaign title “IRN-BRU Western - 2021” combined with the campaign introduction and performance genre suggest a clear homage to Western films, as does the language “Partners, let’s just agree” in the YouTube description. The central creative device is not about a problem/solution, a direct demonstration, or a straightforward story with the product as protagonist; instead, it borrows the structure, tropes, and atmosphere of classic Westerns (“Western”) to build a playful, humorous association for the drink. This format establishes Irn Bru’s distinctive brand character by subverting familiar pop culture genres in a tongue-in-cheek manner while spotlighting its unique, almost magical taste, making the genre parody or borrowed format the most fitting choice for this execution.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Coca-Cola – Market Positioning
Coca-Cola leverages its global recognition and heritage as a classic, refreshing cola brand. It emphasizes consistent taste, emotional connection, and universal appeal, positioning itself as a timeless, go-to soft drink that brings people together across all demographics.
2. Pepsi – Market Positioning
Pepsi positions itself as a youthful, energetic, and bold alternative to traditional cola drinks. Its marketing often focuses on music, pop culture, and innovation, appealing to younger consumers seeking a vibrant, contemporary lifestyle choice.
3. Fanta – Market Positioning
Fanta differentiates through vibrant fruit flavors, playful branding, and a fun, lively personality. It targets younger audiences seeking a fruity, colorful soft drink experience associated with joy, spontaneity, and refreshment.
4. Red Bull – Market Positioning
Though primarily an energy drink, Red Bull competes within the non-alcoholic drink space by positioning itself as a performance enhancer that boosts energy and focus. It uses extreme sports, adventure, and high-energy events to connect with active, ambitious consumers.
5. Lucozade – Market Positioning
Lucozade focuses on health and energy revitalization, marketing itself as a functional soft drink that supports physical activity and recovery. It positions as a trusted brand for fitness enthusiasts and those seeking a boost in energy and stamina.
Q: What is Let's just agree it tastes magic about?
A: Let's just agree it tastes magic is a professional campaign created for Irn Bru by The Leith Agency and launched in the United Kingdom in 2021. This film-based campaign positions Irn Bru as a uniquely enjoyable beverage within the non-alcoholic drinks market, focusing on the brand’s distinct and almost magical taste. The creative centers on the communal experience of Irn Bru’s flavour, inviting audiences to unite in their appreciation. Supported by digital and social media channels, the campaign leverages cultural pride and humour to reinforce Irn Bru’s identity and deepen its connection with both loyal and new consumers.
Q: What creative device does Let's just agree it tastes magic use?
A: Let's just agree it tastes magic employs a parody or borrowed format, classified as FORMAT#12 in Clapboard’s 12-format taxonomy. The campaign pays homage to classic Western films, adopting their structure, tropes, and visual style to create a playful and humorous association with Irn Bru’s unique taste. By subverting familiar pop culture genres in a tongue-in-cheek manner, the campaign establishes a distinctive brand character and reinforces the idea of Irn Bru’s flavour as something almost magical and beyond comparison.
Q: What is the campaign proposition for Let's just agree it tastes magic?
A: The campaign proposition for Let's just agree it tastes magic is that Irn Bru offers a taste so distinctive and memorable it defies debate, inviting consumers to collectively agree on its magical quality. Targeted primarily at UK audiences familiar with the brand’s heritage, the campaign leverages the passionate, playful debates that surround Irn Bru’s flavour to foster a sense of community and shared experience. This strategic positioning reinforces product differentiation and brand loyalty, aiming to solidify Irn Bru’s emotional connection with its audience within the competitive non-alcoholic drinks category.
Q: How does Let's just agree it tastes magic rank in Clapboard's archive?
A: Let's just agree it tastes magic holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Irn Bru's category?
A: In the non-alcoholic drinks category, Irn Bru competes with brands such as Coca-Cola, which leverages its global heritage and universal appeal as a classic cola; Pepsi, positioned as a youthful and bold alternative with a focus on pop culture and innovation; Fanta, known for its vibrant fruit flavours and playful branding targeting younger audiences; Red Bull, which stands out as a performance enhancer associated with energy and adventure; and Lucozade, which markets itself as a functional drink supporting health, energy, and physical activity. Each brand occupies a distinct space in the market, shaping the competitive landscape Irn Bru navigates.
ARCHIVE.webp)
