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Scotland’s Other: Defining Oppositional Identities

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Consumer Nationalism and Barr’s Irn-Bru in Scotland

Part of the book series: Consumption and Public Life ((CUCO))

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Abstract

The focus of this chapter is the use of national imagery in the brand identity of the Scottish beverage Barr’s Irn-Bru. Leishman situates the brand historically within an overarching Anglo-British imperial framework and analyses the use of stereotypical images of home and abroad in creating a sense of national distinctiveness over time. The chapter situates England as a key oppositional Other for the brand’s construction of industrial, irreverent Scottishness, but underlines the complexity of this approach within a UK-wide market for soft drinks. The chapter raises the question of whether consumer nationalism is an apolitical form of identity, weighing this view with the postmodernist use of hybrid figures and dual-voiced statements about national distinctiveness and biological determinism.

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Notes

  1. 1.

    Although initially being created to advertise Iron Brew, Ba-Bru went on to be the advertising mascot for much of the Barr’s range, including beverages such as Kolabar, Glucobar and Stilkrush. By the 1960s, the weekly focus of the “Adventures of Ba-Bru” advertisements would regularly alternate between Iron Brew and Tru-Lem “The Perfect Lemonade”.

  2. 2.

    The firm NTL realised in 1999 that sponsoring simultaneously traditional rivals Glasgow Celtic and Glasgow Rangers would avoid alienating half of the firm’s customer base, a situation that had previously befallen CR Smith, whose logo had appeared on Celtic tops, and McEwan’s Lager, which had sponsored Rangers and consequently been boycotted by Celtic fans (Glenn 1999).

  3. 3.

    “That this House notes with pleasure and amusement that A.G. Barr and Co., the manufacturers of Scotland’s other national drink, have signed up Jason Scotland who plays football for St. Johnstone and Trinidad and Tobago, to appear in jokey advertisements in the Barr’s tradition, promoting Irn-Bru and Trinidad and Tobago’s team in the World Cup in Germany; further notes that Trinidad and Tobago is the smallest country ever to reach the finals of the World Cup and that six of their squad play for Scottish clubs and several others play in England; and therefore wishes Trinidad and Tobago every success in all of their matches” (Early Day Motion 2236).

  4. 4.

    Many of the creative decisions behind the Bruzil campaign are detailed by those who worked on the campaign: https://www.taliandchris.com/irnbru-bruzil/.

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  1. Grenoble Alpes University, Saint Martin d’Hères, France

    David Leishman

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Leishman, D. (2020). Scotland’s Other: Defining Oppositional Identities. In: Consumer Nationalism and Barr’s Irn-Bru in Scotland. Consumption and Public Life. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-53382-3_5

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