Each month Oliver Dietrich comments on, discusses and rates recent marketing campaigns. He shares with us exactly what start-ups, new brands, old brands looking to rejuvenate and, for that matter, all brands utilising video content, can learn from them. Today’s topic is taste. And who has it and who doesn’t.
TV, web, social media
- People love stories and storytellers. Good storytelling not only means attention. It also means success.
- Archaic stories work. Always. Because people remember them, and mostly enjoy doing so.
- Brands should always entertain. Entertainment is good. Always.
The world of soft drinks has always been a colourful, diverse and entertaining one. But it is also fiercely competitive. There are soft drinks all over the world - the regional exotics, the innovative challengers, the tasty outsiders - and global soft drink multinationals that dominate the market around the globe with their products and do everything to keep it that way. But they do exist, those rare exceptions where an outsider is successful despite competition, and has been for a long time.
IRN BRU, the Scottish caffeinated soft drink, is legendary. Sure, in Scotland. But also in many other countries too where people like to drink it, and often. Although it is very unique in taste. But perhaps that is its great advantage. To keep it successful, a unique campaign is needed. This has worked very well for many years, and now also in 2021 - with the new spot by The Leith Agency for IRN BRU: IRN BRU Western 2021.
Oh, the setting. Such a reminder of yesterday. This is all we need to fall in love with the spot immediately. A western saloon. A piano. A piano player. A bar. A barmaid. A bad stranger. A good sheriff. Fists flying. Dusty streets. Talking horses. Tasty dialogue. One cliché after another. Beautiful to look at, well cast, well-acted, and with the most beautiful Italo-Western directorial art. And in the middle of it all the shining hero who everyone knows and loves, but whose taste, well, that's debatable: IRN BRU
Hot or not?
Isn't it nice how different tastes are? Finally, a soft drink commercial that shows in an over-the-top, entertaining and humorous way that good taste has a different meaning for everyone. The main thing is that it tastes good. And in the end the question remains open: what does the stuff actually taste like?
Partners, let's just agree: It tastes magic.