The aim of this campaign was to introduce New IRN-BRU Xtra. Most people think no sugar means less taste but IRN-BRU Xtra’s got even more taste but absolutely no sugar. This makes no sense, so neither do the ads. Confusing headlines presented in a bold and audacious style stopped people on the street and online. The campaign was launched with a striking large-scale building wrap at Glasgow Central Station and then officially launched all across Scotland in multiple formats.