After an extensive planning process, Edelman has launched an entirely new brand positioning for Deep RiverRock with a major new campaign. The new ‘Nice One!’ platform and campaign will run across TV, VOD, digital, OOH and social media across the island of Ireland.

In 2019 Deep RiverRock became the first major water brand to be made from 100% recycled materials as well as being 100% recyclable, this new platform reflects that move and comes at an exciting time for the brand with new product innovation and a packaging refresh launched this summer.

We’re truly excited to see ‘Nice One!’ come to life," said Jennifer Hyland, Director at Edelman. "Deep RiverRock afforded us the space and trust to really explore the potential of the brand and develop a new strategic positioning that has led to the creation of something we hope will be memorable and connect with our audience. After all, with all that cynicism and negativity in the world we could all do with being a little bit more like our Deep RiverRock star now and again.”

‘Nice One!’ is a popular phrase, but too often it’s used to express annoyance and frustration. With this platform Deep RiverRock looks to reclaim it and take it back to what it really means: a simple, pure expression of happiness. With ‘Nice One!’, Deep RiverRock wants to celebrate positivity and decent acts without being sanctimonious about it. Nothing ground-breaking or game changing; just something that makes someone’s day that bit better in a small but noticeable way. Deep RiverRock’s commitment to 100% recycled bottles is one such small thing. It’s time to celebrate the fact that it’s the little things that add up to a better world.

The platform, created and delivered by Edelman, comes from an extensive brand repositioning that aims to bring the brand’s personality to life with a touch of humour and self-awareness. As part of the campaign, Deep RiverRock has revealed a new ad fronted by the most enthusiastic brand ambassador – the Deep RiverRock Star.

Played by Irish comedian Tony Cantwell, the Deep RiverRock Star can turn any situation into a positive. The tongue in cheek ad sees our Deep RiverRock Star on hand to show the silver linings of life’s little problems in his unique, larger than life way.

“We are so proud of our new work," said Shane McQuaid, Portfolio Marketing Manager at Coca-Cola Hellenic Bottling Company. "It is the perfect expression of our bold brand personality and reflects the world we live in today - an increasingly noisy place with a lot of cynicism and negativity. At Deep RiverRock, we’ve made a positive change with our commitment to 100% recycled bottles across the range and we want to share a message that lets people know that every bottle makes a difference, while celebrating positivity in the everyday, mundane moments. Edelman has delivered a transformative new positioning and campaign for Deep RiverRock, exceeding our expectations. Nice One!”