IRN-BRU revives 'Made in Scotland from Girders,' shifting from iron in veins to iron in heart, celebrating bravery, humor, and individuality.

Not Just a Soft Drink

“This is not a soft drink. This is telling your boss their jokes aren’t funny. This is running into the freezing cold sea, in just your granny pants. No guts, no glory, showing the world who you truly are… No, pal, this is IRN-BRU — and it’s Made in Scotland from Girders.”

The classic line is back. But in its new incarnation, created by Lucky Generals, being made from girders is no longer just about iron in your veins — it’s about iron in your heart.

A Brave Drink, Not Just a Soft Drink

The campaign repositions IRN-BRU as more than a beverage. It’s not about physical brawn but about bravery, individuality, and guts. The brand invites people to embrace courage in everyday life, with humor and a distinctively Scottish spirit.

Heritage Meets a New Generation

With its most significant investment outside Scotland to date, IRN-BRU is refreshing its legacy. Media planning by the7stars and cultural partnerships via John Doe support the launch of a long-term platform. The aim: respect heritage while making it relevant for a new generation.

Strength Reframed

The ad’s main character sums it up: “This is flying too close to the sun, with ginger hair, in a heat wave.” Strength is reframed as character, humor, and courage — qualities that go beyond muscle, making the campaign more maverick, human, and emotionally resonant.