Irn-Bru drops linear to focus on Scottish Gen Z

The Media Plan

Irn Bru, the AG Barr delicate drink, has dropped linear TV and opted for an built-in video-led media technique throughout “key Gen Z-focussed” channels in its newest marketing campaign.

That is the third iteration of Irn Bru’s “Style Debate” marketing campaign, and is the primary time its media company the7stars has led media planning and shopping for technique for the delicate drinks model since successful the account final yr.

The media plan targets 16-34s in Scotland and, as an alternative of shopping for spots on linear TV, it focusses on “the altering media habits of younger individuals”.

The parody motion movie 30-second spot will run on all main broadcast video-on-demand (BVOD) platforms, Netflix, cinema, Twitch, TikTok, and Snap till 30 April.

Netflix doesn’t at the moment provide any focusing on for advertisers on its new ad-funded tier, so the Irn-Bru marketing campaign will run throughout its total portfolio the place “nearly all of its content material is made up of leisure and programming that indexes effectively for Gen-Z viewers”.

In cinemas, the advert will seem towards “young-skewing movies” reminiscent of Ant-Man and The Wasp Quantumania, Creed III, and Shazam.

Ben Richardson, AV lead at the7stars, mentioned: “Each the artistic and media execution is tailor-made to the humour and media habits of Scotland’s youth audiences, and we will’t wait to see the outcomes.”

Artistic was by the Leith Company.