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IRN-BRU launches hilarious new campaign for 'tournament virgins' ahead of the Euros

IRN-BRU has released a Euros themed advertising campaign, and a range of footy cans.

Published: May 21, 2021

The brand is back with another funny ad campaign - this time in a bid to unite 'tournament virgins' ahead of the Scotland men's team playing in the Euros for the first time since 1996.

An estimated 1.4 million Scots are about to collectively experience their first time this summer – by watching Scotland’s men’s team play in the Euros.

To celebrate, IRN-BRU is pledging to help prepare all tournament virgins for the momentous occasion of cheering on the men’s team at a major competition for the first time in 23 years.

To kick things off, the team behind the soft drink has launched two brand-new films on IRN-BRU socials

The first captures a teen girl, cringing at her mum’s insistence of having a ‘mother daughter chat’ in her bedroom about her ‘first time’.

The cringe turns to shock as her mum explains that she had her first time with her Aunt Helen in France back in 1998 – before cutting to reveal that she is talking about going to the World Cup.

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The second film, coming soon, features a couple sitting together on the couch, with one of the men talking about being more ‘experienced’ while his partner seems nervous to have his ‘first time’… before revealing they’re getting ready to watch the Scotland game at kick-off on TV.

The films end with a question to the viewer – will this be your first-time seeing Scotland at a major competition? Enjoy it with an IRN-BRU.

And in honour of Scotland’s summer of football, IRN-BRU has also launched a full range of new design cans featuring iconic phrases that Scots will hopefully be shouting from the rooftops come the first Scotland game on 14 June.

They include ‘YA DANCER’, ‘YES SIR’, ‘BOOGIE’, ‘GET IN’, ‘BELTER’ and more.

Adrian Troy, marketing director at AG Barr, said: ““We - along with the rest of the nation - could not be more excited to see Scotland back representing at the Euros this year and we’ve got a whole lot of surprise and delight moments planned to help the next generation lose their tournament virginity in fun, memorable ways.”

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The new range of footy phrase cans are available in supermarkets now.

For more information, or to watch the Tournament Virgins films, visit the IRN-BRU website or follow IRN-BRU at

Known for cake making, experimental jam recipes, Champagne and gin drinking (and the inability to cook Gnocchi), Rosalind writes for The Scotsman on all things food and drink related.

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