CAMPAIGNS: Second Opinion

Andy Whitlock, a creative at TheFishCanSing, has worked on many guerrilla campaigns

Not being an 'official' sponsor often provides a much more open canvas on which to promote a brand. Irn-Bru is perceived as an irreverent brand, so the choice of a guerrilla approach was just right.

With a limited budget, Tangerine did well to execute so much activity.

Perhaps the nature of the MTV event and its audience was right for this tone of voice. Tangerine certainly wasn't shy with it executions, but when PR agencies create in-your-face stunts, we are faced with the question: 'Were we too intrusive?'

This is an issue all marketing needs to face, and there's no black-and-white answer.

In the case of Irn-Bru, the level of impact appears impressive; it sounds as if little escaped the brand. On that level, it succeeds.

On a subtler level, questions about brand perception arise. Consumers like to feel like they're making choices. If they feel they are being smothered with messages, it can be damaging.

It could be argued that soft drink brands have a less intimate consumer relationship than other lifestyle brands and can risk being more blunt and irreverent. But if you're going to be the class clown, make sure you have a good punchline. It may be that the scooter grannies from the TV ad provided appropriate entertainment, but it's hard to say without having seen them.

If the campaign was noticed and got the messages across, it was successful.

Gallons of the drink were seen being consumed by the stars and Scotland went to bed unable to deny Irn-Bru's presence. Whether or not tactics like this do anything for a brand in the long-term is a wider discussion.

Creativity: 2

Delivery: 4


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