Diageo’s Rockshore Celebrates the 26th December as the Real Day of Festive Friendship with Ronan Keating

Rockshore, the Diageo-owned Irish lager and cider brand, has today unveiled its new Christmas campaign, "The most refreshing time for a beer”. The multichannel push, which stars Ronan Keating, was developed in partnership with M&C Saatchi London.

To build on the success of this summer’s brand campaign launch, Rockshore tasked M&C Saatchi London with creating a fame-driving piece of work offering a “Refreshingly Irish” take on the festive season, in order to engage with lager drinkers aged 25 to 40.

While Christmas day is usually the focal point of the festive period, as a brand that celebrates playful banter as a sign of love and affection between mates, M&C Saatchi London identified Boxing Day (known as St Stephen’s Day in Ireland), the day when many go to the pub with friends, as an occasion that Rockshore could own.

To build anticipation for St Stephen’s Day, Rockshore is launching its first ever festive anthem, performed by Boyzone star Ronan Keating.

A series of humorous films, directed by Harry Cauty at Rattling Stick, depict Ronan laying down a nostalgic take on Christmas classic ‘It’s the Most Wonderful Time of the Year’. The producer behind the mixing desk interjects and subverts the lyrics at Ronan’s expense, while the singer dishes out his own banter about the producer and Rockshore, before the lads head to the pub (because they are mates, after all).

The through-the-line campaign is running across TV, video-on-demand, experiential and social channels in Ireland and the UK. Media planning and buying is by PHD. PR is handled by WH PR and campaign activation is by Verve.

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.

Linda Bradley, head of beer, Diageo Ireland, said, “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.”

“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.”

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."

Ellie Boxall, strategy director, M&C Saatchi London, added, “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.”

Talent strategy for the push came from M&C Saatchi’s talent management agency, M&C Saatchi Merlin.

Ronan’s agents Nicola Wright, senior agent and Lucy Kilner, agent, M&C Saatchi Merlin, concluded, “Working in house and in close collaboration with M&C Saatchi London meant we could offer the perfect talent in Ronan for Rockshore's campaign. Ronan aligns with Rockshore's brand values, as music and family are at the heart of everything he does.”