Helping Irn-Bru build up their brand equity, and then easily draw down on it in performance ads; I created a positioning line that knitted together all elements of their marketing; from promotional value messages, to brand ads, and internal comms - and even their delivery trucks and vending machines. This brand asset helped them keep their brand’s maverick edge even in the most functional areas. Its success can be seen in its longevity, as it reaches its 19th year in use.
