Irn Bru are in hot water this week with super fans petitioning the firm to not change their beloved drink. With the sugar tax looming drinks manufacturers are all working hard to reformulate their products, but they seem to have forgotten the importance of communication. Treating super fans as a specific audience is an absolute must, not only for acceptance, but for brand reputation. Brands should know their super fans well, they should be able to bring them on the journey and tell them what they're doing and why, letting them sample the new flavours as an exclusive and cherishing their powerful advocates. When done well, harnessing the power of the super fan brigade is unstoppable. When done badly, well...
But fans have launched the "Hands off our Irn Bru" petition, attracting more than 6,000 signatures. Irn Bru drinkers are angry after the manufacturer revealed the new flavour would appear in stores in January. They have been taking to social media to vent their dismay, with stories of people buying up to 250 cans mentioned but not substantiated.
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