south of the border.
Scotland already loved it.
The challenge was to take one of Scotland's most iconic brands and build greater relevance and consumption in the north of England.
Rugby League gave us the perfect fit: a passionate, proudly northern audience and an opportunity to introduce IRN-BRU to more consumers in an environment that felt completely natural for the brand.
Bring the brand to life.
I managed the Rugby League sponsorship across the season, with Magic Weekend becoming the biggest expression of the partnership.
I led the full event activation, creating a huge IRN-BRU presence outside and inside the stadium. Double decker buses, inflatable games, product sampling and family activities turned the brand into something people could physically experience.
The IRN-BRU mascot moved around the stadium between matches, firing T-shirts into the crowd and joining in with the fans, helping create the kind of energy and theatre the brand was known for.
The activity extended beyond Magic Weekend through broadcast partnerships, TV advertising, retail activation, competitions and consumer promotions.
It turned the sponsorship into a fully integrated campaign, giving IRN-BRU more opportunities to be seen, sampled and experienced by consumers south of the border.
A Scottish icon was building a new audience.