Rain or shine sports fans don kits to support their team and this winter’s World Cup will be no exception. Embracing the spirit of a slightly chillier World Cup than usual, Irn Bru have launched their own winter football kit with the help of creative agency Leith.

The brand is encouraging football fans to enjoy the games from the comfort and warmth of their sofas in the unmistakable orange and blue tones of the Irn Bru brand. In a twist on the usual classic kit, Irn Bru have instead opted for comfort and cosiness over athleticism. The kit has been made out of wool and consists of a blanket, snoodie, gloves, hat and socks. Whilst it might not be the most practical for playing, the ensemble is a must for indoor December viewing. 

“This kit is all about Irn Bru embracing the weirdness that football’s biggest event being staged in winter brings.” explained Adrian Troy, Marketing Director at AG Barr.

As part of the launch of the novel kik, Irn Bru has created a social campaign starring three Scottish influencers, Paul Dock, Erica Moura and Connor Newall, as well as armchair football fans, which will run across TikTok. The social campaign parodies a traditional kit launch and features fans wearing the Bru Winter Football Kit posing comfortably from the sidelines to a voiceover from football pundit Rob Maclean.

The tongue-in-cheek campaign coincides with the launch of custom Irn Bru packs and cans with QR codes, giving fans the chance to win their own Winter Footy Kit. The comedy launch plays on the uniqueness of a Winter World Cup and engages in an inside joke with fans.