IRN-BRU | i2i guerilla marketing examples

Guerrilla Marketing Examples | Irn-Bru Xtra

Unbelievable taste of IRN-BRU Xtra

Type: Guerrilla Marketing Client: Irn-Bru Xtra
The Challenge

IRN-BRU Xtra tour of Scotland

i2i were tasked to devise a cost effective way of taking the fantastic taste of IRN-BRU Xtra throughout Scotland!

In a market flooded with low calorie carbonated drinks how do you effectively communicate your brand messages in a memorable way? This is a superb guerrilla marketing example, demonstrating the power of this method of experiential marketing.

The Idea

IRN-BRU Sampling Tour

Mass sampling campaign distributed thousands of samples to thirsty Scots in their local towns & cities

Targeting key areas of mainland Scotland i2i devised a mass sampling strategy to distribute thousands of samples to thirsty Scots in their local towns & cities.

i2i planned this example of guerrilla marketing activation around key events which were likely to generate high volumes of the brands target audience.

The teams communicated the key brand messages on chilled mobile dispensers and memorable sandwich boards.

IRN-BRU | i2i guerilla marketing examples
The Impact


Sampling days




Intent to purchase in future
  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

  • testimonials
  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

  • testimonials
  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

  • testimonials
  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

  • testimonials
  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

  • testimonials
  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

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