Rockshore launches Refreshingly Irish multichannel campaign and brand platform

Diageo-owned Irish lager and cider brand, Rockshore, has launched a new brand platform and multichannel campaign, ‘Refreshingly Irish’, which celebrates the unique playful Irish banter that happens between true friends. The push was developed in partnership with M&C Saatchi London.

To engage with Irish lager drinkers of all ages, M&C Saatchi London landed on the insight that the seemingly brutal banter Irish people are known for is actually a way of them showing affection.

Recognising that Irish people show their love for their friends by making fun of each other, the campaign sees Rockshore celebrate the playful banter specific to real Irish friendship by subverting traditional methods of communicating love and affection in a ‘Refreshingly Irish’ way.

A 30-second TV spot is a pastiche of classic love song videos. Featuring ‘As Long As You Love Me’ by Backstreet Boys, and starring protagonist and brand character Rocko, the ad subverts the song’s lyrics, replacing them with banter between friends.

A series of out-of-home executions features a number of different headlines celebrating the way in which real friends make fun of each other. This is supported by video-on-demand, social and audio.

“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, ownable creative platform to match those ambitions,” said Linda Bradley, Head of Beer at Diageo Ireland. “With this original, refreshing creative approach, 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.”