Rockshore launches new ‘refreshingly Irish’ M&C Saatchi campaign

Rockshore has launched a new integrated ‘Refreshingly Irish’ campaign following a successful competitive pitch by London agency M&C Saatchi.

The campaign is the first to launch since the creative agency was selected to lead the Diageo-owned Irish lager and cider brand in creating a new platform.

Aiming to tap into the brand’s heritage, the multichannel campaign celebrates the ‘brutal banter Irish people are known for’ and humorously reflects on how this shows affection in a ‘Refreshingly Irish’ way.

The 30-second advert was filmed by Agile Films director, Jeffrey Max, and features Rockshore’s brand character (and protagonist) Rocko, subverting song lyrics to the tune of ‘As Long As You Love Me’ by the Backstreet Boys.

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Supported by video-on-demand, social and audio, the Rockshore clips feature a number of different headlines celebrating the playful way friends communicate.

“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,”Diageo Ireland head of beer, Linda Bradley, said.

“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.”

M&C Saatchi London creative partner, Guy Bradbury, commented: “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.”