IRN-BRU Pro Forma

1. Irn-Bru
LIBBY WHITEHORN

2. Info-graphic Research:
Put your info-graphic research here. Use this space to collate information and write notes. If you prefer to write notes on
paper, then scan those notes and add them here.
You will need to copy and paste this slide several times.
Job Title: Account Director
Will I need a Qualification?
The majority of new Account Directors in advertising will have an undergraduate degree.
However, most employers will be more interested in personal skills such as problem-solving,
creativity and a keen sense for business.
Many employers now actively seek qualified individuals from outside advertising and business,
with qualifications in humanities, arts and languages often highly valued for developing critical
thinking skills and creativity, essential skills as an Account Director.
Reference:
Anon . (.). Executive Director. Available:
https://creativeskillset.org/job_roles/4274_account_director. Last accessed 13th Sept 2017.

3. Info-graphic Research:
Job Title: Account Director
Digital account director salary stats:
The average Digital account director salary is £41,807. This
is 30.1% above the national average advertised salary of
£32,125.
Most Digital account director job ads are for PR, Advertising
& Marketing Jobs and Sales Jobs.
Year-on-year pay for Digital account director jobs has gone
down 14.5% year-on-year, compared to an annual change
of -2.5% for all jobs.
Meanwhile, the number of Digital account director job ads
is 39.5% lower than last year.
Reference:
Anon . (.). Digital account director salary stats. Available:
https://www.adzuna.co.uk/jobs/salaries/digital-account-
director. Last accessed 13th Sept 2017.

4. Info-graphic Research:
Job Title: Account Director
What does an Account Director do?
The Account Director leads a client account (or set of accounts) within an advertising agency, ensuring they are
profitable and growing. They take responsibility for the delivery of quality creative work that meets the client’s needs
and addresses their business problems. An Account Director manages their own team, and relies on their ability to
lead and inspire others inside and outside the agency. Some will regularly be involved with pitches for new business,
approaching these with both a creative and commercial mindset.
What’s the best route in?
Account Directors have usually gained considerable previous agency experience, typically as an
Account Manager, or Senior Account Manager in bigger agencies. A few will transition into the
role from a senior marketing position at a client organisation.
Reference:
Anon . (.). Executive Director. Available:
https://creativeskillset.org/job_roles/4274_account_director. Last accessed 13th Sept 2017.

5. Info-graphic Research:
Job Title: Account Director
Gender Ratio in the Media Industry:
Reference:
Anon . (.). Women in Digital: A study into gender
representation in today’s thriving digital industry.
Available: http://www.thecandidate.co.uk/blog/digital-
media/women-in-digital-a-study-into-gender-
representation-in-today-s-thriving-digital-industry/. Last
accessed 13th Sept 2017.

6. Info-graphic Bibliography:
Put your info-graphic bibliography here.
Reference:
Anon . (.). Women in Digital: A study into
gender representation in today’s thriving
digital industry. Available:
http://www.thecandidate.co.uk/blog/digital-
media/women-in-digital-a-study-into-gender-
representation-in-today-s-thriving-digital-
industry/. Last accessed 13th Sept 2017.
Reference:
Anon . (.). Executive Director. Available:
https://creativeskillset.org/job_roles/4274_acc
ount_director. Last accessed 13th Sept 2017.
Reference:
Anon . (.). Digital account director salary
stats. Available:
https://www.adzuna.co.uk/jobs/salaries/dig
ital-account-director. Last accessed 13th
Sept 2017.

7. Info-graphic:
Put your info-graphic design work here.

8. Research:
Through out my research I located the majority of my facts on Wikipedia. This was due to the mass amount of knowledge
on each company I researched. When I research Irn-Bru, it came up with a company called A.G. Barr. This is the company
that owns Irn-Bru which helped develop my research even further. Wikipedia was useful in my marketing research on the
competitors because I learn a lot about the history of coca cola.
From conducting my survey I believe the best way to get adverts across to the target audience would be through a
website or videos.
The strengths of using a website is that its both informative and visual. Websites are so easy to access on your phone that
they are used as a quicker alternative to find information than books. Even though it is hard to find direct information in a
book they are a lot more informative and accurate compared to the internet.

9. Client research:
My Client: Irn-Bru
Secondary Research:
Irn-Bru was orginated from Scotland and is now known as there national drink(After Whiskey). Irn-Bru was founded in
1901. It is produced in Westfield, Cumbernauld, North Lanarkshire, By A.G. Barr of Glassglow, since moving out of their
factory in the mid-1990s, and at a second manufacturing site in Mansfield, Nottinghamshire, England.
The company A.G. Barr also own Rubicon, Tizer, D'N'B, KA, Barr flavour range, Barr's Originals, Strathmore spring water, St
Clements juice drinks, Simply juice drinks and Sun exotic. Irn-Bru have a lot of companies sponsoring them such as: SPFL
and The football League.
There are Three types of Irn-Bru drinks and they’re: Irn-Bru, Irn-Bru Sugar Free and Irn-Bru Xtra.
Primary Research:
By exploring the website of Irn-Bru I can see that a lot of advertisement is based around sport. This is due to the
sponsors: SPFL and The Football League. These two companies both associate with gambiling and betting which shows
there primary target audience will be 18 years and over. They also do football competitions which help promote the
sponsors too, this helps show that the older target audience are more likely to visit the website to enter the
competitions. However, when you look on the twitter page it is a lot more censored. This media platform would be
acceptable for teenagers aged above 15.
(Main Page For Sport Section)

10. Client research:
Quantitative Research:
Primary Research:
From the Data shown you can see that Irn-Bru is a very popular drink.
Averaging at a Positivity of +34 from the data that was collected.
From the surveys they were able to calculate what sort of target
audience is more drawn to Irn-Bru. It suggested that Young Males who
are mainly Left Wing are more likely to buy Irn-Bru, statistically.
Secondary Research(On A.G Barr):
This company was founded in 1892 by Robert Barr, this lead to Irn-Bru
being made in 1901 as there first big success. In addition to our own
brands, they have exciting partnerships with third party brand
owners. They have a exclusive licence from the US company Rockstar
Inc. to promote and distribute Rockstar Energy in the UK and Ireland. Also
an exclusive licence from Snapple Beverages Corp (a subsidiary of the Dr
Pepper Snapple Group) to promote and distribute Snapple in the UK and
certain other EU territories.
Their most recent acquisition, Funkin Limited, takes the Group into a new
sector of cocktail mixers.

11. Client research:
How do Irn-Bru advertise there products:
Primary Research:
After watching Irn-Bru adverts and reading there content, I can see they like to include humour within a lot of there advertisement. I’ve
also realised in a lot of there adverts they portray women negatively due to being the main cause of “stress” for the men drinking the
‘Irn-Bru’ as a relief. This shows women to be crazy/full on which is a manly sense of humour. They do this by giving them over exaggarated
characters or by sexualising them. From this research I can definitely tell the main target audience is Males between the ages of 16-26.
A few of Irn-Bru adverts really show how Scottish proud they are of the product. They do this by showing you Scottish
family/communities coming together to celebrate the origins of Irn-Bru.

12. Client Research:
Analysis of Irn-Bru Packaging:
Irn-Bru’s comes in varies forms of packaging depending on the different drinks. For
example: Sugar free. Irn-Bru’s original packaging is based on sporting activities, this
explains why the main colour of the drink/marketing is orange. This is due to the
connotation of orange being energy. This helps indicate what the target audience is
by the sporty colours. The colour choice of blue and orange is unusual which makes
the product stand out. This helps the product stands out on a shelf next to its
competitors plus makes the product bold and effective in general. The font used
here is found in persuasive forms of text of “shouting”. The bold font works well
with stressing the intensity and energy of the drink.
Logo Analysis:
This is the Irn-Bru logo. I feel like the logo is very sporty,
especially with the use of an athletic man. The blue outline
of the logo reminds me of a weight. This again helps support
my idea of it being rather sporty. The connotations of the
colour orange represents energy, where as the blue is rather
calming. This contrast helps make the brand bold and visible
to the consumers.

13. Client Research: Color Scheme:
Irn-Brus traditional colours are orange and blue. These colours are used so
that the advert can be recognized to the product instantly. The bright,
unusual colours are used to draw attention, which works more effectively
than using colours that work in harmony such as whites and reds. The
advert is always taken up by the colour orange and the font always seems
to be filled in with an indigo blue. Orange has been used to
symbolize/connotate the flavor of the drink. This is different to the
competitor Coca Cola which does not have a distinctive colour to the drink.
The connotation of the colour orange represents energy, enthusiasm
which really reflects the companies “stress free” approach.
Imagery:
The imagery used in these adverts are only there to correspond to the tag
lines. They use random photos to get the public questioning the relevance
to the product of Irn-Bru. This makes them want to either read on or look
further into the product. They use an image from the brand to help
promote Irn-Bru itself, this is located below the writing. This helps state
which brand has created the advert due to its irrelevance to the brand. The
image and text always works together to create a pun or innuendo which
again makes people question the relevance to the product but also adds
humour.

14. Client Research:
Font:
Irn-Bru have used a hand-written style font which
has been used in a series of adverts. This could be
in relation to the target audience of teenagers and
young adults. For example I believe the Target
audience is 16years above. A classic font would
have been used for a stricter campaign such as
politics or news.
Context:
The phrases and taglines used in these ads
are based initially on sexualinnuendos which
is associated with the promotion of the drink.
I think this is linked to the target audiences. I
believe they use this type of wording in their
advertisement to express a humourish tone.

15. Market research:
Secondary Research:
Irn-Bru’s competitiors are: Coca Cola, Fanta and Sprite. These companies are all massively known around the world. The
biggest consumers in the UK being for Coca Cola, except in Scotland where it is Irn-Bru.
Coca Cola was originally intended as a patient medicine, it was invented in the late 19th century by John Pemberton and
was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coca-Cola to its dominance of the world
soft-drink market throughout the 20th century. Since it announced its intention to begin distribution in Burma in June
2012, Coca-Cola has been officially available in every country in the world except Cuba and North Korea. However, it is
reported to be available in both countries as a grey import.
Sprite is a colorless, caffeine-free,lemon and lime flavoured soft drink created by The Coca-Cola Company. It was first
developed in West Germany in 1959 as Fanta Klare Zitrone and was introduced in the United States under the current
brand name Sprite in 1961.
Fanta is a global brand of fruit-flavored carbonated soft drinks created by The Coca Cola Company. There are more than
100 flavors worldwide. The drink originated in Germany under a trade embargo for Coca-Cola ingredients in 1940.

16. Market Research:
Qualitative and Quantitive Research:
These statistics show the reviews and
opinions on the brand Cocoa-Cola
which is one of Irn-Bru’s biggest
competitors.
Cocoa Cola:

17. Market Research:
Fanta:
Quantative Research:
Sprite:
Quantative and Qualatitive
Research:

18. Client/Market Research References:
Wikipedia. (.). Irn-Bru. Available:
https://en.wikipedia.org/wiki/Irn-Bru. Last accessed 19th Sept
2017.
Irn-Bru. (.). Irn-Bru. Available: http://www.irn-
bru.co.uk/sports/fl72. Last accessed 19th Sept
2017.
Agbarr. (.). www.agbarr.co.uk. Available:
http://www.agbarr.co.uk/about-us/about-ag-
barr/. Last accessed 19th Sept 2017.
You Gov. (.). Irn-Bru. Available:
https://yougov.co.uk/opi/browse/Irn_Bru. Last
accessed 19th Sept 2017.
Anon . (.). Coca-Cola. Available:
https://en.wikipedia.org/wiki/Co
ca-Cola. Last accessed 20th Sept
2017. Wikipedia. (.). Fanta. Available:
https://en.wikipedia.org/wiki/Fanta.
Last accessed 20th Sept 2017.
Wikipedia. (.). Sprite(Drink). Available:
https://en.wikipedia.org/wiki/Sprite_(d
rink). Last accessed 20th Sept 2017.
Anon . (.). Coca-Cola. Available:
https://yougov.co.uk/opi/browse/Co
ca_Cola. Last accessed 20th Sept
2017.

19. Audience research:
Primary Research:
From my in-depth research on Irn-Bru I have concluded
that there main target audience is Males, aged between
16-26.
I believe this due to the way they advertise there products
over different media platforms.
There website is very sports orientated which expresses a
high interest in sports and football. I believe this may be
because of there sponsors being: The football League and
SPFL. These two companies are mainly orientated around
Gambling and Betting which lead me to believe the main
audience to be older males.
The humour displayed within their social media and TV
adverts contain very blokeish humour.
I believe this due to the portrayl of women in a over
exaggarted/sexualised/vulgar way. They always display the
male as being ‘stressed out’ from the females choice. This
is a negative representation of females which means
females are more likely to take offense then seeing it as a
joke. Where as, males will see it as humour and wont take
offense and they feel it is relatable.
These advertisements
(from twitter) is a
prime example of the
companies love for
sports, humour,
betting and football.

20. Audience research:
Primary Research:
I began to look into Irn-Bru’s different media platforms and these are the
advertisements on facebook. They are very blokeish humour.

21. Audience research:
We Conducted a Survey on Kahoot with 15 people and these were the results:
Male Female Other
9 5 1
Genders within the Survey:
Coke Fanta Irn-Bru Dislike Fizzy
5 5 2 2
Drinks Preferred:
TV Social Media Bus Stop Side of Bus/Lorry
9 6 0 0
Where have you seen Irn-Bru advertised?
Social Media Posters TV Radio
14 0 0 1
What Media do you see the most?

22. Audience Research:
Have you Ever Tried Irn-Bru?
Yes No Maybe
10 5 0
Do You Prefer Sugar Free Drinks?
Yes No
4 11
Primary Research:
From the surveys research I believe everyone has seen an Irn-Bru advertised somewhere. On the other hand, 5/15 haven’t
tried Irn-Bru. This shows the majority of advertisement made by Irn-Bru are success within the peer group, 17 years-19years.
I’ve also conducted that the majority of have seen Irn-Bru on TV as well as social media. These would be two ways I would
consider whilst creating my advertisement. My survery links with Irn-Bru’s target audience by showing us the main consumers
to buy these drinks are 16-19 year olds.
14-16 17-19 20-24
4 10 1
Age Range?

23. Why do you think Irn-Bru is popular?
1) Don’t know. Just is, it’s a drink and people get thirsty.(Male)
2) Young boys who want to feel like men. Also its sugary and children like the sugar. (Female)
3) because it’s a soft drink. (Male)
4) I don’t know. (Female)
5) because it’s a young fun drink, it tastes good especially in Scotland. (Male)
Why do you think they use blokeish humour in there advertisement?
1)Cause it appeals to there audience.
2)Because men always want to do what they can, to be seen as manly. So if they drink irn-bru they weirdly think they can
achieve this goal.
3) To make it funny and to draw teenagers in.
4) because its funny.
5) Because the target audience is of that age and that gender, so they want to appeal to them.
What’s your favorite fizzy drink? And why?
1)7 UP because its nice.
2)Appletiser, because I like apple flavor things and it tastes posh. I also like schloer, especially white grape.
3)Mountain Dew because its nice.
4)I don’t drink fizzy drinks.
5) Coca Cola because it tastes good.
Qualitative Research:

24. What kind of people do you think drink Irn-Bru?
1)Your regular person.
2) People who don’t think too much about whats in there body and just want a big rush from life.
3)Scottish.
4)Scottish People.
5) Scottish.
When did you first drink Irn-Bru? What did you think of it?
1) Oh god. A long time ago. It wasn’t anything special.
2) I haven’t. So no comment.
3) 4 Years ago, I dunno. It was alright.
4) I haven’t.
5) Out of a vending machine in Scotland. I thought the sugar free version was awful but the regular
version was nice.
From my Qualitative research I have concluded that many believe it is a very Scottish drink. This explains a lot about the
advertisement revolving around Scottish people and the community there.
I have a lot of mixed responses from my survey. A lot of people believe the drink was nice when they’ve tried it but
believed other drinks suited them more. One person from my survey said they disliked the sugar free version which helps
me decide what product I will mainly advertise. This information was also collected in another survey I conducted. This will
be statistically more accurate. Out of 15 people 11 people said they disliked the sugar free version, where as 4 said they
preferred it. These results were answered by people between the age of 16-19.

25. Individual Generation: Mood Board:

26. Mood Board Explained:
In my mood board I have included a lot of random photos however I believe they link. A lot of the photos represent certain
words which I believe link to the product we are doing and what Irn-Bru want to achieve. I have put photos in that mean
motivation, stress free, dreams, youth and sports. I believe these are all goals Irn-Bru want to achieve when you buy and
experience a Irn-Bru. From my research I can see that Irn-Bru really want to get across energy and motivation. I believe they
do this by using masculine humour which both appeals to the target audience as well as helps bring people self confidence
and a positive self esteem. They want their drink to give you that feel good factor. From my mood board I’ve tried to express
that by using motivation and confidence. I believe Irn-Bru on the scale of advertisement want to achieve self esteem and self
actualization which are both apart of Maslow’s theory on hierarchy. This helps explain the physiological aspects of why they
advertise a certain way. I feel like my mood board helps reflect that by trying to express strength and esteem in a powerful
manner.

27. Individual Idea:

28. Planning Docs (TV Advert):

29. Planning Doc (TV Advert):

30. Planning Doc (TV Advert):

31. Planning Doc (TV Advert):

32. Planning Doc (TV Advert):

33. Planning Doc (TV Advert):

34. Planning Doc (TV Advert):

35. https://www.youtube.com/watch?v=LAaeLtnfEHs (30
Seconds)
https://youtu.be/g7igYq5HVIY (20 Seconds)

36. Planning Docs (Advergame):

37. Planning Docs (Print Advert):

38. Finished Stuff:
Finished pieces to be displayed on your blog.