Iconic Scottish fizzy drink Irn-Bru has embraced football fever for the upcoming World Cup with its Winter Footy Kit campaign, created by independent creative agency Leith.
The Winter Footy Kit campaign calls on football fans to come together and watch the matches from the comfort of their sofa in the unmistakable orange and blue hues of Irn Bru.
The campaign – which will be driven primarily by social media – will place unassuming armchair supporters front and centre as they feature heavily across TikTok, Instagram and other social channels.
To get a daily dose of marketing news stories
subscribe to Marketing Beat’s FREE daily newsletter
It also includes involvement from three Scottish influencers; Paul Dock, Erica Moura and Connor Newall.
Voiced by football pundit Rob Maclean, the campaign parodies traditional football kit launches and sees fans wearing the Bru Winter Footy Kit but posing comfortably from the sidelines.
The kit itself – which can be won across Irn-Bru’s social media channels – adds a seasonal twist to the classic football kit, opting for comfort over athleticism. Made from wool and consisting of a blanket, snoodie, gloves, hat and socks, it’s ideal for any sofa-based fan enjoying the World Cup.
“Celebrating the footy by uniting the fans of Irn-Bru and football, combined with some good old weirdness, it was a no-brainer for us to have a bit of fun with this,” said Leith account director Owain Cowx.
AG Barr marketing director Adrian Troy said: “This kit is all about Irn-Bru embracing the weirdness that football’s biggest event being staged in winter brings.”
