In Scotland, IRN-BRU is a mature brand with high penetration, but in an increasingly competitive grocery environment, opportunities for growth are few. With demanding targets to boost website traffic by 10% and grow sales by 2%, a new design campaign was proposed leveraging the brand’s packaging to get people talking. IRN-BRU's Tartan labels brought together two icons of Scotland to remarkable effect in a highly competitive, deflationary market. The campaign offered 58 different labels, giving fans a chance of securing their own family tartan. During the three months labels were available on bottles targets were smashed with website traffic leaping to its highest ever level with a 185% uplift.  Sales were 17% higher than the same period in the previous year, lifting their market share from 19.1% to 19.9%. Sales also increased by half a million litres and the incremental value generated was £425,000 against a design investment of £12,500.