IRN-BRU: Dong Situ

An outdoor campaign in support of New IRN-BRU Xtra: the first permanent IRN-BRU product to be released in 35 years. IRN-BRU Xtra is made with extra IRN-BRU taste but no sugar. The outdoor campaign, created by Leith, builds on the insight that consumers feel soft drinks with no sugar have a weaker taste. The creative which plays off this, features a series of outdoor posters with confusing headlines, supported by the line: "Xtra taste and no sugar. It makes no sense".