The campaign is running across TV, digital and social media platforms, including a Great Taste Debate challenge on TikTok, Instagram, Twitter and Facebook.
Shoppers can also view the TV advert by scanning QR codes found in Irn-Bru cans and bottles.
The campaign aims to reach 90% of 16- to 24-year-old shoppers in Scotland and the North of England.
Adrian Troy, marketing director at brand owner AG Barr, said: “Whether it is bubble gum or tutti-fruity, Irn-Bru fans can never quite agree on the exact taste of our ‘BRU-nique’ soft drink.
“Naturally, we decided to have a bit of fun with this. Whatever the flavour, hopefully we can all agree on the fact Irn-Bru tastes magic.”