Irn-Bru has brought back its ‘Taste Debate’ platform for the third year running with a new 30-second spot that hilariously explores the ambiguity around the famous soft drink’s taste.
Named ‘Wire’, the film depict a dramatic ‘taste debate’ between two US police officers who become so engrossed in their argument over whether Irn-Bru has a ‘bubble-gummy’ flavour or a ‘tutti-frutti’ one that they entirely lose focus on the bomb they are meant to defuse.
Ending with a loud bang and a flaming inferno, the ad closes with the conciliatory strapline: ‘Let’s Just Agree It Tastes Bangin”.
“Irn-Bru’s unique flavour has kept our fans talking since the beginning. Bringing the taste debate to life through various different film genres has been great fun,” AG Barr marketing director, Adrian Troy said.
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“The ‘Wire’ superbly catches the age-old question in the midst of a high-octane action thriller, with quite dire, quite hilarious consequences for the passionate protagonists.”
Developed in partnership with Glaswegian agency Leith, Irn-Bru will be moving away from linear TV in a drive to recruit more Gen Z customers, with activity instead focused across broadcaster-video-on-demand, Netflix, cinema, and Twitch. The video-led strategy was planned by the7stars and is set to run through to 30 April.
Leith account director, Owain Cowx added: “In the first year, we took the taste debate to the Wild West triggering an all-out saloon brawl. Last year’s film parodies saw Scotland’s favourite soft drink taken to the Teen Romance and Gangster Crime film genres.
“This year with Wire, we went all in with a fast action crime thriller – with lethal consequences! All film parodies demonstrate that the taste of Irn-Bru is still as illusive in the fictional world as it is in reality – so let’s just agree it tastes bangin’!”
