If, like me, you love creative outdoor, then look no further because Scotland’s favourite orange fizzy drink has launched posters made of girders.

Created by Lucky Generals, the outdoor campaign signals a return to heritage for the soft drink giant. The brand has returned to its industrial roots to create ads that look like the actual girders it's famed for.  

The campaign has been created to support the company’s move to bring the famous ‘Made in Scotland from Girders’ strapline back to its packaging, part of an updated look, developed just in time to start party planning for its 125th birthday this year.

The refreshed packaging also leans on the brand’s heritage, taking inspiration from its 1988 label, which included the ‘molton man’ insignia.

The brand is also simplifying its communication with Irn-Bru Sugar Free, switching back to Diet with its Xtra variant changing to Zero. A move designed to make it easier for consumers to recognise it as a sugar-free drink.

The campaign will be running across out of home sites in Scotland and key cities across the UK, including Glasgow, Aberdeen, Birmingham, Leeds, Manchester, London, Cardiff, alongside radio and social activity.

Kenny Nicholson, Director of Brand at Irn-Bru, said: “Our evolved look is a proud reflection of Irn-Bru’s 125 year heritage; the strength, quality and industrial roots that have defined us. It captures the inner strength, resilience and maverick bravery that have always been at the heart of the brand, and now at the heart of our brand platform. So the OOH naturally had to reflect this as well. Luckies have really shown their own mettle with this campaign.”

Danny Hunt, Creative Director at Lucky Generals, added: “Our brand platform is about the iron heart of Bru and the steely spirit it inspires in its drinkers. And for us to truly celebrate that we’re made from girders, our posters should be too.”