IRN BRU is an iconic brand in Scotland that outsells Coca Cola. Our task was to develop & scope new innovations to fuel further growth. In innovation projects we use multiple Adcepts for each idea so that we can represent multiple angles – that way we give each idea its best chance of success.
We revisited old ideas as well as generating new ideas. This is key as the big volume ideas tend to be things that have been thought of already! Our Adcept methodology allows us to look at these past failures in multiple incarnations so maximising the chance of getting the idea to work. In this case the winning idea (which is currently being developed for launch) was an idea that had always failed in the past that the methodology allowed us to see in a new way.