IRN-BRU plays to its Scottish roots in new work from Lucky Generals

IRN-BRU’s latest campaign, “This is not a soft drink”, marks a confident return to the brand’s roots while introducing a fresh creative energy.

After switching to a new agency, Lucky Generals, there was, inevitably, a sense of cautious anticipation. Could a new (non-Scottish) agency carry the torch of Scotland’s arguably most iconic brand?

In hindsight, the doubters should never have worried, as the result is a campaign that not only honours IRN-BRU’s heritage but also injects it with bold, modern relevance.

The campaign leans into historically owned brand lines such as “built by girders” and “made in Scotland”, revitalising them with a sense of pride and playfulness. It feels like a minor declaration of war on the rest of the soft drinks aisle, speaking directly to those who have long loved IRN-BRU.

There’s a distinctly Scottish pride running through the script and execution, echoing past campaigns that have made the brand instantly recognisable.

The setting, a classic Scottish corner shop, is beautifully authentic, and the casting of Scottish icons such as comedian Sanjeev Kohli, adds a layer of comedic foil that feels effortless rather than overproduced.

The campaign’s narrative balances bravado and humour with a fiercely Scottish kid delivering a Braveheart-esque monologue, which mentions running into a freezing sea in granny pants before panning to said granny.

The result is a piece both highly produced and grounded in authenticity. A masterclass in letting personality shine through creative execution.

Across its ecosystem, the campaign makes clever use of high-profile placements to nod to iconic imagery such as the workers eating lunch atop a skyscraper, reimagining it with the brand’s familiar tagline “built by girders”. It’s this attention to detail that ensures “This is not a soft drink” feels bold, funny and culturally resonant rather than relying solely on nostalgia.

Lucky Generals has set a high bar, and it will be exciting to see how they continue to build on this creative momentum in its next campaign.

But in the meantime, this ad is enough to channel your inner Braveheart and head down to the local corner shop to grab a can of the orange good stuff.