Home Campaigns Ronan Keating Toasts St Stephen’s Day in New Rockshore Campaign

Ronan Keating Toasts St Stephen’s Day in New Rockshore Campaign

Ronan Keating in the new ad for Rockshore

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

Client: Diageo

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

Media: PHD

Activation: Verve

Public Relations: WH PR


Previous articleZOO Digital to Lead Global Digital Offering for Connelly Partners
Next articleOut \ Look: Driving Event Based Impact for Black Friday