After an extensive planning process that included brand naming and positioning, Edelman has launched Deep RiverRock’s newest portfolio member; Deep RiverRock ViTAL, with a major new campaign. The new creative platform and campaign ‘Skip to the ViTAL stuff’ will run across VOD, Digital, DOOH, OOH, social media and influencer across the island of Ireland.
Deep RiverRock ViTAL contains important vitamins and minerals that support performance, cognitive function, and boosts energy throughout the day. ‘Skip to the ViTAL stuff’, created and delivered by Edelman, aims to cut through the noise for a time poor Gen Z audience and deliver only the ViTAL information – Deep RiverRock ViTAL is the juicy vitamin boost!
Fronted by the Deep RiverRock Star, played by Irish comedian Tony Cantwell, the campaign builds on the success of ‘Nice One!’, the masterbrand campaign launched in 2021 that celebrate positivity and decent acts without being sanctimonious about it.
The humorous ad sees our Deep RiverRock Star bring his latest upbeat message to everyone while skipping to the vital stuff through a portal from his realm to ours. This portal can transport him into our world, or just the social media platforms on our phones. What better way to be able to skip to the vital stuff than a literal portal through time and space? This route builds on the original Nice One! Campaign, with our hero showing up in places to break the fourth wall, bringing the good word about skipping to the vital stuff to anyone who needs to hear it.
The TTL campaign is supported by an exciting earned and influencer campaign across TikTok and Instagram. Edelman have developed an influencer strategy to further infiltrate the lives of the Gen Z target audience, aligning the product with the right people to reinforce brand positioning and relevance. Social media stars Ali O’Driscoll, Aaron Neary, Sophie Grier and Miriam Mullins will be introducing Deep RiverRock ViTAL to their followers by dialling up the brand personality, taste and product attributes, whilst demonstrating how they skip to the ViTAL stuff in their daily lives.
The Deep RiverRock ViTAL campaign is live now and will run across the island of Ireland through VOD, digital, OOH, DOOH, social media and earned media.
Speaking about the campaign, Shane McQuaid, Portfolio Marketing Manager at Coca-Cola Hellenic Bottling Company said: “We are so proud of the work we have done to build our drinks portfolio. Our research has shown us that young people are craving tasty, enhanced, functional drinks to have on the go. We’ve created Deep RiverRock ViTAL to help our consumers navigate busy lives, by supporting and enabling their mind and body. Edelman has delivered an outstanding creative campaign for Deep RiverRock ViTAL, exceeding our expectations. Deep RiverRock ViTAL needed to stand out to consumers in crowded on-the-go convenience shelves. This campaign will enable us to do just that - it’s fun and playful with that bit of tongue-in-cheek self-awareness that Deep RiverRock will always deliver!”
Jennifer Hyland, Director at Edelman adds: “We set out to launch Deep RiverRock ViTAL with impact across the island of Ireland making the product explode onto the functional drinks’ scene. It’s been brilliant to see the brand come to life, through insight, creativity, and thoughtful planning. We needed to do one simple thing - drive awareness and understanding of Deep RiverRock ViTAL’s reasons to believe – without the boring details. We’re all so busy, it’s refreshing to be able to skip to the vital stuff and get the juicy vitamin boost you need from a delicious drink!”
