Deep RiverRock, the well-known brand of water, bottled in County Antrim and sold throughout the island of Ireland, has launched its latest brand platform, ‘That’s Better,’ in collaboration with TBWA Ireland Group. With a brutally honest approach, the campaign cuts through exaggerated claims often made by drink brands, embracing the simple truth: Deep RiverRock won’t make you better at anything except hydrating.
Research[1] shows that while consumers know water is good for them, they often find it, a little boring. Deep RiverRock and TBWA Ireland Group saw an opportunity to turn this insight into something fun, building the entire campaign around a single disruptive tension: Deep RiverRock doesn’t claim to improve you, it just improves your hydration. It can’t make you a better breakdancer or better at awkward small talk in the office kitchen. And it won’t make you better at writing articles about water-based advertising campaigns. But it will make you better at hydrating. And ‘That’s Better.’
The campaign launches with ‘Pinning Streak’, directed by Thomas Ormonde and produced by ProdCo. The campaign will extend across audio, social, cinema, OOH and DOOH.
Kylie Magee, Trade Marketing Director, Coca-Cola HBC Ireland and Northern Ireland said: “As the No.1 impulse water brand on the island of Ireland*, we have ambitious plans to cement our place as the go-to choice for everyday healthy hydration. This new platform goes right back to our DNA, with a clear role for every product in our portfolio. We believe ‘That’s Better’ will help us scale to meet those ambitions.”
Bairbre McGlade & Eoin Conlon, Creative Directors, TBWA Ireland Group continued: “Deep RiverRock take hydration very seriously – but they take everything else less so, which is great craic to be honest. And that was kind of our rule for this entire campaign; have fun with the brand, have fun with our audience and keep pushing the work to make it better-er.”
Ronán Jennings, Strategy Director, TBWA Ireland Group: “We wanted to tap into Deep RiverRock’s roots as a disruptor and entertainer. When a consumer told us, ‘I know I should drink more water, but water is just boring,’ we knew we had something fun to build on.
* Source: Nielsen Discover L52wks to Feb 25
