London-based agency M&C Saatchi has led the launch of a new 'Refreshingly Irish' campaign for Rockshore, following a successful competitive pitch. This campaign is the first to be launched for the Irish lager and cider brand, owned by Diageo, since the creative agency was selected to create a new platform.
The multichannel campaign seeks to leverage the brand’s heritage and is anchored around the playful banter that the Irish people are known for. It humorously illustrates how this banter is an integral part of their 'Refreshingly Irish' style of showing affection.
The campaign’s 30-second advert, directed by Jeffrey Max of Agile Films, features Rockshore’s brand character, Rocko, who humorously tweaks the lyrics to the song 'As Long As You Love Me' by the Backstreet Boys.
The campaign also includes video-on-demand, social media, and audio clips featuring several different headlines that celebrate the playful way friends communicate.
Reflecting on the campaign, Diageo Ireland’s Head of Beer, Linda Bradley, stated, "We have achieved a lot since launching Rockshore five years ago, but we still have big ambitions for the brand, and we needed a bold, creative platform to match those ambitions. We are confident that M&C Saatchi London and our new brand platform can help us build a meaningful and distinctive place in Irish consumers’ hearts and minds.”
Guy Bradbury, M&C Saatchi London creative partner, added, “From the very start of this campaign, we wanted to create a distinctive creative platform, that was true to the nature of real Irish friendship. We’ve taken a classic love song from the Backstreet Boys and subverted it to make something memorable.”