Hi. I’m Phil Adams.
I’ve worked with ideas for over 20 years.
Right now I’m Planning Director at a digital agency called Blonde.
(All views expressed here are my own and should not be construed as representing prejudices that I would bring to the table if you – a potential client – were to hire me/us).
(Unless of course you like what you see here.)
(In which case these are exactly the views and prejudices that would make me/us incredibly effective on your behalf.)
Prior to Blonde I worked in “trad” advertising in London and Edinburgh (BBH & The Leith Agency) on brands like IRN-BRU, Cadbury, Shell, Standard Life, Honda, Grolsch and Phileas Fogg.
Some stuff on this blog is related to what I do in my professional life, but sits more comfortably here than elsewhere. It’s the sawdust from the sawmill.
Other stuff, like the book reviews, is me writing because I like writing.
(About other people’s writing.)
Hi Phil,
I am a magazine publisher/editor based in Toronto doing a story on Irn-Bru.
It is for one of my trade magazines called Axs Longboard Retailer. I firmly believe that many businesses can learn from the brilliant way Irn Bru markets and competes against Coke/Pepsi.
Here are some excerpts. I’d love to publish your answers to these questions…I’ve picked up a number of very cool vibes about the brand, but I haven’t lived in the UK for 40 years!
1. what are some of the things that make Irn Bru so special in the minds of consumers?
2. what key things does Irn Bru do to ensure that consumers never get mixed messages
3. how does the brand appeal to both young and old?
WHAT CAN A SOFT DRINK TEACH THE LONGBOARD BUSINESS?
When it comes to soft drinks, Coca Cola and Pepsi practically dominate every market in the world. The only exception is Scotland. In this particular market, Irn Bru is the drink of choice. But chances are you’ve never heard of Irn-Bru. The truth is however, that there is much to be learned from this remarkable brand and their successes. Not only has Irn- Bru managed to exist for 111 years, it continues to astonish and inspire. Before we explain what this brand is doing, let’s examine its history.
The drink was first produced in 1901 under the name Strachan’s Brew. According to Wikipedia, the name originated with the re-building of Glasgow Central Station in 1901. When workers from the William Beardmore and Company Steel Works in Glasgow were dying from the large amounts of beer drunk to quench their thirst from the heat of the steel works, an alternative was sought. A local soft drinks manufacturer, A.G. Barr, contacted the steel works and a deal was created to provide the workers with this drink. This unnamed drink later went on to be known as Iron Brew because of its connections to the steel (and iron) works. It was then changed to Irn Bru.
Having grown up in Leeds, Great Britain, (just a mere five hours drive from Scotland) I can attest to the fact that the Scots definitely have a different perspective on life. In researching this brand, it clear to me that Irn-Bru have been able to capture the fiercely independent Scottish spirit. They have also tapped into the Scots’ unique and amusing take on life – calling it “Scotland’s other national drink.”
But if there was ever a clear case of David vs Goliath, this is it. The marketing muscle of PepsiCo and Coca Cola means that A.G. Barr (the owner’s of Irn Bru) have to be incredibly strategic and careful with their marketing budgets. From what I have been able to uncover, there are four key things that Irn-Bru does to punch way above its weight.