IRN-BRU turns new can designs into free tattoos for fans

IRN-BRU is marking its new can designs and 125th anniversary by inviting fans to get the artwork tattooed at a Glasgow pop-up called Tat-BRU.

The brand took over Empire Ink, offering free tattoos to people ready for their first BRU design, along with existing devotees keen to add a second.

It is a playful response to the unusually large number of IRN-BRU drinkers who have already chosen to wear the brand permanently.

The activation also celebrates a wider pack refresh. IRN-BRU is bringing back the “Made in Scotland from Girders” line, putting its girder emblem front and centre and reviving the molten man insignia first seen in 1988.

Pam Scobbie, Chief Creative Officer at John Doe said: “There are very few brands which hold so much love amongst their fans that people would literally be queuing for tattoos – but IRN-BRU is most certainly one of them.”

Following fan feedback, Sugar Free will return to Diet, while XTRA becomes Zero, with the liquid unchanged.

Kenny Nicholson, director of brand at IRN-BRU, said: “For 125 years, IRN-BRU has proudly been Made in Scotland from Girders. With our first-ever tattoo pop-up, everyone has the chance to show their IRN-BRU love in true style.”

Created from an idea by Lucky Generals and developed by John Doe, the campaign spans PR, influencer work and live experience.

Danny Hunt, Creative Director at Lucky Generals said: “There are so many people with IRN-BRU tattoos that when we found out about the beautiful new can designs, offering new tattoos seemed the right thing to do.”

According to John Doe, the Tat-BRU parlour sold out in minutes.

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