Irn-Bru
Irn- Bru (pronounced bru ː aɪɚn ) is a caffeinated soft drink from Scotland. It is managed by A. G. Barr plc made in Glasgow. Barr's Irn -Bru is sold in the UK, Ireland, Russia, Canada, South Africa, parts of Europe, parts of Australia and in Singapore.
Irn- Bru is known for its bright orange color. The formula for Irn- Bru is a closely guarded secret that only two members of the AG Barr plc is known. Since 1999, it contains 0.002% ammonium iron (III ) citrate, sugar, flavoring agents ( such as caffeine and quinine ) and colors ( E110, E124 ). It is advertised that Irn- Bru has a slight citrus flavor. For a long time it was the most popular soft drink in Scotland, even more popular than Coca Cola. Still, the strong competition between the two brands meant that currently about the same amount of Irn -Bru as Coca Cola is sold.
Packaging and products
Irn- Bru, Irn- Bru Sugar Free ( light version ) and other Barr brands such as " Pineappleade ", " Cream Soda ", " Tizer ", "Red Kola ", " Barr Cola " and " Limeade " are in disposable PET and refillable glass bottles available. The empty glass bottles can be redeemed at any retail outlet that sells this product, against a deposit of 20 pence.
For restaurants and cafeterias an Irn -Bru syrup is also available. Barr also produces soft, tingling on the tongue Irn- Bru bars that taste strongly of the soft drink. In Scotland, Irn- Bru sorbet is offered in selected ice cream parlors.
Marketing
The style of Irn Brus campaigns has always been very different from that of other soft drinks. Until recently, the most common variants were the " Made in Scotland from girders " commercials, where Irn- Bru drinkers were unusually strong, persistent or magnetic.
At current, based on this slogan TV ads are parodies of "typical " Lemonade advertising films: one of them was a held in Coca -Cola Design Advertising, the cheerful Irn- Bru drinkers with Colas " Feelgood " ballad outweighs; another mimicked Pepsi's strategy after to let advertise in a fictional heavy metal band pop stars for the product. Since the 1990s, various different advertising methods were used.
The probably best remembered remaining campaign was the long running TV and poster advertising series in black and white, which among other things, a poster with the Grim Reaper and the slogan "Do not be scared. You'll still get Irn- Bru on the other side. "(Eng. " Do not be afraid. You get on the other side still Irn- Bru. " ) Included. Popular was also the alleged advertisement for a detergent called " Jef ", which consisted of a little boy in a box, sucked the Irn -Bru stains from the laundry.
A popular advertising campaign, which was introduced in 2000, showed extraordinary characters in strange situations. A TV advertising recalled the television program of the 1950s. In the spot, the mother played the piano. The father and the children sang a song, which was, however, terminated by the mother with "Although I was actually a man ... ".
This promotional film was first broadcast in 2000. As of 2003, however, a new edition appeared, appeared on 17 complaints from people who felt the spot as an attack on transsexuality. These allegations, however, were defused in a report on advertising complaints of the British media supervisory authority " Ofcom ". According to Barr, the spot should be only one jokingly intentioned article about the changing attitudes and practices in changing times. Since the scene was at the end of the spot, in which the mother shaved, considered as a possible attack on transsexuals, you took the spot still from the program.
Over the years, advertising campaigns of Irn -Bru have always caused a stir. A poster series showed, for example, a woman with the words " 4 ½ inches of pleasure " (Eng. " 4 ½ inches pleasure "). Other posters touting a cow with the slogan " When I'm a burger, I want to be washed down with Irn- Bru " (Eng. "When I'm a burger again, I would like to be washed down with Irn- Bru "). Because of this poster advertising 700 complaints were received, but these were rejected by the UK advertising supervision. The representation of a depressed goths with the words: " Cheer up Goth. Have an Irn Bru. " (Eng. "Cheer up, old fogy. drinking an Irn -Bru. " ) led according to media reports on complaints by supporters of this trend, as they were increasingly harassed and pelted with Irn -Bru cans.
The TV commercial for Irn -Bru 32 ( the newest member of the Irn -Bru family) represents a clichéd Glasgow bat disguised presented in a library Irn- Bru 32 as a giant cuckoo. This commercial has also been criticized for its aggressiveness and the Strathclyde Police even called for a ban of the spot. As a cynical response to the complaints short time was sent a long version in a polite " Estuary English " dialect. The British " Advertising Standards Authority " was consistent with the AGBarr plc that the commercial was to be regarded as funny.
The current marketing campaign for Irn- Bru is known as the " Phenomenal " campaign. "Diet Irn Brus " momentary " Oh Yeah" advertising campaign showing a hapless womanizer named " Raoul " accompanied by the song " Oh Yeah " by Yello.
The Christmas campaign 2006 was a parody of the well-known in the UK "walking -in- the-air " scene from the animated film " The Snowman ", in which a snowman and the boy " James" Irn- Bru fly drinking over Scotland. The text accompanying the song " Walking in the Air " has been changed in a humorous way.
The AGBarr plc launched an Irn- Bru marketing campaign, which was addressed to their primary target area of Scotland. Prior to the 2006 football World Cup Barr enlisted the Trinidad and Tobago player Jason Scotland, the world championship for Irn- Bru to advertise while.
An early and long running advertising campaign was published in various newspapers comic "The Adventures of Ba -Bru and Sandy". The famous " Ba -Bru " neon sign in front of the Glasgow Central Rail was seen there for many years and was not removed until the end of the 1980s.
The main actor in the crime novels of Ian Rankin, Inspector Rebus John always drinks loads of Irn- Bru, usually the next day with a lot of aspirin.
Cultural impact
Irn- Bru is known as an excellent remedy for hangovers. This rumor also has an element of truth in it, because all caffeinated drinks help against headache and sugary drinks replace fluids and sugar. It is often mixed with alcoholic drinks, usually vodka and whiskey. The popular British alcopop WKD was originally launched as an alcoholic counterpart to Irn- Bru. Barr also launched an attempt to enter the alcopops market; as a mixture of Irn -Bru and Bell's whiskey has been developed. This drink but turned out to be very unpopular and was soon taken off the market. A later attempt was made in the form of an official Irn- Bru Red Square Vodka line. This attempt also remained very unpopular and was taken off the market. Currently there is only one official Irn- Bru WKD variety. When McDonald's opened its first restaurant in Glasgow, no Irn -Bru was sold. This was felt by many Scots as an insult and a campaign was launched to bring Irn- Bru in the Local. After facing many local demonstrations took place, McDonald's gave in and took Irn- Bru on in its range. In Scotland is often said that Irn- Bru in Russia is more popular than in Scotland or that it is there more popular than Coca Cola. Barr's first, supported by American partners, project in Russia failed, however, in August 2001. A second attempt to enter the market in Russia in June 2002 was successful but a lot.
Export and foreign markets
Irn- Bru is currently being produced in five factories in Russia. In addition, it is produced under license in Canada. Irn- Bru and various other Barr products are exported to Spain in the Netherlands, Greece, Cyprus, and in some parts of Africa and Asia. It is also available in Ireland, Belgium and since 2005 in Poland. The legal status of Irn -Bru in the U.S. is unclear. Irn -Bru one hand is imported by several companies, on the other hand, it is listed by the U.S. Food and Drug Administration as a prohibited substance. According to the FDA website Irn- Bru and Diet Irn- Bru include the carcinogenic dyes, Cochineal Red A, and Yellow Orange S. An importer ( Irn- Bru USA) changes the contents of Irn -Bru, so that it conforms to FDA rules. The Park Company in East Haven, Connecticut for decades been producing a soft drink called " Iron Brew ". It is likely that the product name comes from the Scottish original, in taste but they differ significantly. The food dye cochineal red A is also banned in Norway, Sunset Yellow FCF is banned in Norway and Finland, while Irn- Bru can be sold in shops specializing in imported goods in Finland. In Canada, Irn- Bru is sold decaf, because until recently only dark colored drinks contain caffeine allowed. This, together with the omission of quinine the taste is different and the energy drink effect equal to zero. In Australia there is caffeine-free, produced under license Irn- Bru. The now-defunct McKinley / McInlay soft drink company in Cape Breton, Nova Scotia, Canada sold for many years a non-licensed beverage called "Iron Brew ". It was a brown colored carbonated soft drink with a fruity cola taste. After the company had adjusted its business activities in 1990, sold the Pepsi Co Inc. the drink locally as " Cape Breton 's I'rn Bru " on. Nowadays, this product is just more difficult to find yourself in the area of Cape Breton. Irn- Bru is also marketed in Spain under license, but there is the color of the can light.
Irn- Bru 32
Irn- Bru 32 is a new member of the Irn- Bru family and is Barr's first real attempt to capture with a Irn- Bru variation on the energy drink market. Although it previously already been some energy drinks Irn -Bru taste, had this rather minor importance in the marketing spectrum and were mostly sold in liter bottles. But Irn -Bru 32 is to be sold as a direct competitor to market variables such as Red Bull, V or Red Devil. Supposedly the name comes from the 32 secret ingredients of Irn -Bru, on the other hand it could be explained by the caffeine concentration of 32 mg/100 ml.
Sponsoring
Irn- Bru is long- time sponsor of FC Queen's Park in the 3rd Scottish Football League. The followers of the club calling themselves the " Irn- Bru - society". In addition, the brand's "World Burns Club" and the "Robert Burns World Federation " sponsors. The " Irn -Bru Revolution", a roller coaster at the amusement park " Blackpool Pleasure Beach " gets its name from the drink also.