“It shouldn’t work, but it does” is the angle we went with when pairing the playful Scottish soft drink brand with one of the most well-known names in cosmetics.

Irn Bru’s irreverence has been well documented in the UK across its TV advertising and social media campaigns.  MAC gives us something different; professional makeup for the everyday consumer.

WXY = MAC x Irn Bru

Combining MAC’s slick, minimalist identity with Irn Bru’s tongue-in-cheek humour is key. Playing with these two themes has made for some great ideas and a chance to show that having a Glasgow-born director has its perks.

In a world where makeup artists (MUAs) are big money, and a cornerstone of how cosmetics brands communicate with their public – adding Irn Bru’s cheeky style would, at the very least, achieve cut-through and attention.

We don’t know how well ‘ginger’ lipstick would sell, but the concept alone makes for a compelling argument. 

Along with the creative, we would recruit Scottish makeup influencers to really bring this dream collaboration to life.

Dr Pepper might have been the pioneer with its age-old lip-smacker collaboration, but it’s high time for some Scottish joy to grace the palettes, and what better way than to have Scotland’s other national drink to do so.

So A.G. Barr, MAC, if you’re game – we’re in! Get in touch: talk@wxy.social.