Product category:
Bottles, bottling and jars materials, equipment and services
News Release from: Blue Marlin Brand Design
Edited by the Manufacturingtalk Editorial
Team on 17 May 2007
Blue Marlin gives strength to IRN-BRU
Scotland's 'other' national drink, IRN-BRU, is aiming to build its market-leading success with a substantial packaging overhaul reflecting a more contemporary brand strategy
The new strategy focuses on reinforcing the drink's strength in lead markets of Scotland and the North of England Blue Marlin has identified the key visual idea of 'molten refreshment' and brought this to life on pack
This article was originally published on Manufacturingtalk on 27 Mar 2007 at 8.00am (UK)
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By tapping into the brand's history and its iconic status - orange and blue core brand colours have been retained and a modernised version of the 'molten man' adds interest.
The sensitively updated design will ensure that the brand is still instantly recognisable and will not alienate the fiercely loyal consumers.
First produced by Robert Barr in Falkirk in 1901 under the name Iron-Brew, the drink has become the jewel in owners Barr Soft Drink's crown achieving massive popularity and brand loyalty in Scotland and across the North of England.
IRN-BRU has enjoyed strong regional growth, out-performing competitors, but it is a challenging market and to stay one step ahead of the competition it is continuing to make the brand exciting and relevant to consumers.
Joady Horsley, A.G.
Barr's group brand manager says, "IRN-BRU is to Scotland what Coke is to America - a cradle-to-grave brand with genuine consumer loyalty, which can sometimes border on obsession".
"Loyalists rave about its unique and indescribable taste, distinctive orange colour, iconic glass bottle and inherent Scottishness".
"The new packaging design recognises and respects IRN-BRU's heritage and brand values and builds on its brand equities." Martin Grimer, Blue Marlin's Executive Creative Director comments, "The whole studio was really excited about working on such an iconic brand and the project has been lead by native Glaswegian David Jenkins".
"Evolutionary briefs can be tricky - the key is to move the brand to improve standout without upsetting loyalists".
"For a brand with such a fanatical following that becomes an interesting challenge".
"Thanks to a strong, open and collaborative client relationship and an extremely passionate project team Blue Marlin has managed to find the right design solution to take IRN-BRU into a new phase of growth." The new look cans and bottles will be in store May 2007.
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