A characteristic of the marketing strategy of Irn-Bru is the typical Scottish black humour. Mostly, this humour is shown in the poster advertising which was one of the most important marketing media. The posters are normally showing one picture which is title by a quote full of black humour and nonsense for someone who is not Scottish. This black humour is something like a guideline which is pull through the whole marketing strategy of Irn-Bru. By using black humour, Irn-Bru pokes fun on their competitors, the best example for this is the spot from the end of the 1980’s in which they made a spoof on a Coca Cola advert. (Irn-Bru, Made in Scotland from Girders, 1980's) Another example of such advertising are the adverts which refer to the rivalry