Background
A.G. Barr wanted to create excellent digital experiences across its portfolio while establishing a consistent, maintainable technology stack. For IRN-BRU, the ambition went beyond creating a brand website. It needed to become a destination where customers could discover products, enjoy famous advertising, enter competitions, access exclusive merchandise and engage with new campaigns. Crucially, these interactions create opportunities to grow first-party data and build direct relationships with customers.
Challenge
IRN-BRU has an unmistakable identity, built around bold creative, humour and decades of memorable advertising. Our challenge was to translate that personality into a seamless digital experience without compromising performance or functionality. The site also needed to turn brand affection into action. Customers should be able to explore, participate, purchase and sign up with ease – giving IRN-BRU more opportunities to maintain that connection beyond a single visit.
Solution
We tailored Shopify to create a flexible platform that brings ecommerce, content and campaigns into one engaging experience. Our technical approach gives IRN-BRU greater control over page layouts and plenty of scope for creative, content-rich experiences.
Integrated email marketing turns competitions and prize draws into opportunities for first-party data capture and continued communication. And our role hasn't stopped at launch. We continue to support campaigns and promotions, delivered the site's 2026 design refresh and are working with A.G. Barr to identify further opportunities for optimisation.