The Diageo-owned Rockshore has rolled out a catchy new Christmas campaign called “The Most Refreshing Time of the Year.”
The new campaign was created by M&C Saatchi in London with media by PHD, PR from WH PR while activation is being managed by Verve.
Featuring Ronan Keating of Boyzone, who shares the mic with ‘Rocko’, the duo do their own distinctive take of Andy Williams’ classic, ‘It’s the Most Wonderful Time of the Year’ as they have the craic at the expense of each other on their way to the pub on St. Stephen’s Day.
During the countdown to December 26th, Rockshore will also be bringing the St. Stephen’s Day vibes to selected pubs in Ireland, where guests can expect sing-a-longs, leftover Christmas Dinner sandwiches, games and pints of Rockshore.
“For most people, particularly families, Christmas day is the most important day of the festive season. However, as a brand which is all about playful banter as a sign of affection between friends, we didn’t feel we had as big a role to play on the 25th December,” says Lisa Bradley, head of beer, Diageo.
“The 26th is a day for mates to head to the pub, making it the perfect territory for Rockshore to own. So to build excitement for St Stephen’s Day, we’re excited to launch our first ever festive anthem, performed by the brilliant Ronan Keating.”
Research commissioned by Rockshore shows that one third of adults in Ireland can’t wait to reunite with their lifelong mates over the holidays. So, it’s unsurprising that 48% adults rank St. Stephen’s Day and Christmas Eve above Christmas Day as the top days for celebrations over the holidays. One in four people (25%) would even rather do all of the Christmas tidying up than miss Stephen’s Day pints with their mates.
“There really is no better place than Ireland and it’s always lovely to come back, especially to celebrate St. Stephen’s Day and what it represents – getting back together with all your mates and enjoying a drink in your favourite pub, catching up and having banter over a pint like only close mates can,” says Ronan Keating.
Guy Bradbury, creative partner, M&C Saatchi London, added: “There seems to be a sentimental formula to Christmas ads at the moment, and they all blur into one. So, to make Rockshore stand out and be distinctive we tapped into culture, making an even more brutal campaign than our last one. We’re reminding people that it’s all about giving this season. Giving banter, that is.”
“It was evident from the start of this process that to drive fame in the noisy festive period we needed to find a clear role for Rockshore that was as Refreshingly Irish as the brand. It takes a brave client to buy a festive idea that is not about Christmas, so we’re thrilled that Rockshore were willing to take the risk,” adds Ellie Boxall, strategy director, M&C Saatchi London.
Creative agency: M&C Saatchi London
Creative Partner: Guy Bradbury
Creative: Tupelo Browne
Creative: Kristian Limpert
Producer: Ihsan Kemal
Managing Partner – Angus Maclay
Account Director – Katie Mandel
Senior Account Manager – Evie Nagy
Chief Strategy Officer – Sophie Lewis
Strategy Director – Ellie Boxall
Linda Bradley: Head of Beer Diageo Ireland
Emer McCarthy: Senior Brand Manager
Colum Campbell: Marketing Manager
Anne Zahan: Head of Planning & insights Diageo Ireland
Production company: Rattling Stick
Director: Harry Cauty
Executive Producer: Cabell Hopkins
Director of Photography: Murren Tullett
Marshall Street Editors
Editor: Toby Conway-Hughes
Post production: ELMNTL
Colour grading: Henry Howard
VFX: Martin Waller
Sound: Clearcut Sound Studios
Voice record and Sound Design: Daniel Rimmer
Audio producer: Lindsay Grant
Music composition and arrangement: Charlie Smith
Music consultant: Stephen Ettery @ Wake The Town
Public Relations: WH PR