Package Design - March 2016 - (Page 57)

Patterns of Engagement Scottish soft drink brand uses digital printing to build consumer engagement and further solidify its position as a market leader. B Y J E R E M Y D AV I E S S Tartan package designs applied to Irn-Bru's 2-L PET bottle. cotch whisky is well-known in the U.S. In Scotland itself, another kind of beverage, frequently referred to as Scotland's "other" national drink, challenges a celebrated American brand. Irn-Bru, a carbonated soft drink with distinctive orange branding, outsells Coca-Cola in the country. The brand is famous in Scotland, and throughout the United Kingdom, for irreverent advertising, emphasizing the idea that Irn-Bru fuels the Scottish nation. To defend its market position in a volatile, deflationary market, with spiralling media costs, brand owners AG Barr and design agency Jones Knowles Ritchie (JKR), in partnership with HP, executed a package design campaign that used cutting edge technology to tap into Scotland's oldest traditions. Irn-Bru launched a limited-edition offering, sporting labels with Scottish tartan backgrounds, check fabric patterns representing Scotland's ancestral clans. The Scottish clan system dates back to the 12th century. Although the tartan tradition is believed to be more recent, Scots can trace their clan ancestry, through their surnames, and wear their clan's emblematic tartan pattern to denote their lineage. As Martin Steele, Irn-Bru group brand manager, comments: "The tartan campaign was PACKAGEDESIGNMAG.COM 57 http://www.PACKAGEDESIGNMAG.COM

Table of Contents for the Digital Edition of Package Design - March 2016

Package Design - March 2016
Editor’s Letter
Front Panel
Package Design Matters Series
A Spirited Performance
Patterns of Engagement
Debate & Discuss: Driving Breakthrough Innovation
Product Focus
Field Notes: Party-Ready Package
Sponsored Section: Agencies to Watch

Package Design - March 2016