New strategic direction celebrates cultural touch points, optimism, and sustainability – in the brand’s uniquely Irish and irreverent tone of voice
Deep RiverRock also announces a move to 100% recycled wrap for its multi-pack bottles
Deep RiverRock continues to grow market share as the second largest impulse water brand on the island of Ireland. Thanks to continued modernisation and premiumisation of the brand, Deep RiverRock now proudly launches a new strategic direction and brand platform – Nice One!
The brand believes that all too often we can fail to see the opportunities in a given situation. ‘Nice One’, a popular and uniquely Irish phrase but too often used to be cynical, will be reclaimed by Deep RiverRock for what it really means, a pure expression of happiness.
With the support of its brand ambassador and comedian Tony Cantwell, Deep RiverRock will playfully point out these simple moments of joy.
Reflecting the brand’s positive, feel good and irreverent tone of voice, the new campaign will celebrate those little moments we all experience in the face of challenges. The message will also marry the brand’s commitment to sustainability and the small changes we can all make to protect the planet for generations to come.
For example, when it comes to sustainability, the brand will showcase how we can all play our part by choosing a Deep RiverRock bottle made from 100% recycled materials, and of course, by recycling again.
In the latest development in its sustainability journey, Deep RiverRock is also announcing that the plastic shrink wrap around Deep RiverRock multi-pack bottles is now also made from recycled material – so consumers can feel good knowing that they’ve chosen a 100% recycled bottle, in 100% recycled material. This innovation further cements Deep RiverRock’s place as the most sustainable water brand on the market. That really is a Nice One!
Shane McQuaid, Deep RiverRock’s Marketing Manager explains, “Since its birth in 1994, Deep RiverRock has evolved to reflect changing Irish society – becoming a more modern and sustainable brand yet retaining its uniquely irreverent and playful tone of voice.
“That’s why we’re now immensely excited to launch this new direction for the brand, celebrating how we can all approach opportunities and challenges with optimism. We are also proudly keeping Deep RiverRock’s sustainability commitment and credentials front and centre.”
With a €500k investment behind the brand, the new ‘Nice One’ campaign will go live from 6th September, led by a heavy weight TV campaign on RTE, Channel 4, Virgin Media & Sky, together with several video-on-demand platforms. The campaign is further supported by new packaging, digital, out-of-home, experiential, social, PR and shopper activity.
The new campaign is supported by a refreshed packaging design, portraying a vibrant and modern Ireland. The confident and bold look is inspired by the landscape of County Antrim, where the water is sourced and bottled.
The ad and all digital media were created by Edelman in conjunction with Bold Puppy. The design and shopper plan were created by the creative agency Haygarth, and packaging design was created by Clevercat.
Sustainability
Deep RiverRock continues to lead the charge for packaging sustainability, as the first water brand on the island to launch a 100% recycled bottle range across its whole portfolio. This means that all Deep RiverRock’s bottles are made from 100% recycled plastic and do not use any new plastic to package its water. The brand also confidently calls out the 100% recycled bottle credentials on pack.
Did you know that Deep RiverRock is also one of the lightest mainstream water bottles on the market? The 500ml bottle uses 34% less plastic than in 2016.
What else? The wrap around Deep RiverRock twin-pack bottles is also made from recycled material. Nice One!
Enjoyed this story? Subscribe to our newsletter and receive stories of interest straight to your inbox. Just click on the Sign Up button at the top your screen to stay in the loop.
