Most soft drink brands tap into the youth market through sports/energy related promotions or music sponsorship. IRN BRU does this too, but its main driver, I think, is humour. They have the ability to laugh at themselves which is a main part of their core values. IRN BRU is a treat that you can have. Its a sugar based soft drink. That's it, but it may as well be one that has a strong identity. One with character. The ability to stand out and be a bit different. A character that can be a bit cheeky and get away with it. A unique company, I think.