Description
IRN-BRU brings back its ice cream as a permanent offering, marking its 125th anniversary with a bold, character-led campaign developed by Leith. At the centre is “Mr Softie,” a humorous contradiction of toughness and tenderness, embodying the brand’s signature duality of strength and sweetness.
The films introduce Mr Softie as a physically imposing yet unexpectedly gentle figure, blending hard-edged attitude with moments of softness, from candlelit baths to sentimental reflections. Through surreal, comedic encounters, the character draws parallels between himself and IRN-BRU, reinforcing the idea of being “made from girders” but with a softer side. The second film amplifies the tone with more chaos and swagger, as Mr Softie confronts mischievous kids while fully embracing his larger-than-life persona.
Building on the long-running “Made in Scotland from Girders” platform, the campaign extends the brand’s identity into a new product space. By fusing toughness with nostalgia and humour, IRN-BRU Ice Cream positions itself as both a natural evolution of the brand and a playful reimagining of what indulgence can look like.
This professional campaign titled 'Mr Softie' was published in United Kingdom in April, 2026. It was created for the brand: IRN-BRU, by ad agencies: the7stars and The Leith Agency. This Film medium campaign is related to the Drinks (Non Alcoholic) industry and contains 2 media assets. It was submitted 18 minutes ago.
