Irn-Bru's Gen Z campaign taps into nostalgia with limited-edition flavors and innovative out-of-home advertising, bridging tradition with modernity.
In the ever-evolving landscape of marketing, tapping into the nostalgia of consumers has proven to be a powerful strategy. Irn-Bru, the beloved soft drink from AG Barr, has embraced this tactic with its latest campaign, strategically crafted to resonate with Generation Z in Scotland.
Irn-Bru's latest endeavor involves introducing two limited-edition flavors: Raspberry Ripple and Wild Berry Slush. The aim? To capture the attention of younger demographics by evoking a sense of nostalgia for flavors reminiscent of yesteryears.
Handled by the independent agency the7stars, Irn-Bru's media strategy underwent a significant shift. Departing from traditional linear TV advertisements, the campaign embraced an integrated video-led approach across channels specifically targeting Gen Z.
Emma Ramji, the7stars' media planning lead, highlighted the importance of tapping into Gen Z's affinity for Y2K culture. Recognizing their inclination towards digital experiences, the campaign also sought to engage them in the physical world.
In a bold move, the campaign centered around Out-of-Home advertising, strategically projected onto iconic landmarks across Scotland. This approach not only leveraged Gen Z's nostalgia but also capitalized on their appreciation for 'drop culture' and physical media.
To ensure maximum reach, content captured from the live projections was disseminated across relevant social channels. Additionally, 'tongue-in-cheek' social films were deployed on platforms like TikTok, Snap, and Meta, amplifying the nostalgic sentiment.
To sustain visibility throughout the campaign, Irn-Bru invested in outdoor advertising across major Scottish cities. By targeting high-footfall areas and key transport hubs, the brand ensured widespread exposure for its limited-edition flavors.
Irn-Bru's innovative campaign serves as a testament to the power of nostalgia in marketing, especially when tailored to the preferences of Generation Z. By blending traditional flavors with contemporary advertising strategies, the brand successfully connects with a new audience while retaining its iconic status in Scotland's cultural landscape.
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