Irn-Bru has produced a fresh set of idents as part of its TV sponsorship for the coverage of Super League on Sky Sports.

This is the second year that the Soft drink brand has sponsored the coverage and tasked retained advertising agency The Leith Agency to create the idents to reinforce the energy of Rugby League and the brand is the primary soft drink sponsor.

The idents were created by Steve Allsop and Alfie Hayward at Leith and produced by Ink Digital.

Hamish Thomson, group brand manager, carbonates at Barr Soft Drinks commented; “The first year’s sponsorship of Super League coverage on Sky Sports has been an unqualified success. Given this, we wanted a new set of sponsorship idents to help reinforce our support for the sport throughout 2010.”

Ed Brooke, Head of Leith, added:  “The idents from the first year were all about establishing and nurturing the relationship between Irn-Bru and Super League. In 2010 we’re pushing this on further with a creative approach that retains the strength from 2009 while adding even more energy”

Meanwhile a £400,000 outdoor campaign to promote Diret IRN-BRU has launched across Scotland, continuing the Spot the Difference theme from last year.

The campaign was created by Michael Kinlan and Mark Davies at Leith while media planning and buying was developed and implemented by the Barr’s team at PHD North.