Deep RiverRock launched a new strategic direction and brand platform - Nice One! - today, reflecting the modernisation and premiumisation of the brand as it continues to grow market share as the second largest impulse water brand on the island of Ireland.
The brand believes that all too often we can fail to see the opportunities in a given situation. The new brand platform, ‘Nice One,’ a popular and uniquely Irish phrase that they say is 'too often used to be cynical,' sees the expression being '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 life's 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.
Playful Tone of Voice
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 went live from 6 September, led by a heavyweight TV campaign on RTE, Channel 4, Virgin Media and 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 also features 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 the packaging design was created by Clevercat.
The message of the new brand platform will also feature the brand’s commitment to sustainability and the small changes we can all make to protect the planet for generations to come. For example, 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 on its sustainability journey, Deep RiverRock is also announcing that the plastic shrink wrap around Deep RiverRock multi-pack bottles is now made from recycled material – so consumers can feel good knowing that they’ve chosen a 100% recycled bottle, in 100% recycled material. Deep RiverRock claims that this innovation 'further cements' its place as 'the most sustainable water brand on the market'.
Deep RiverRock claims to have been 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.