Diageo Rockshore

Refreshingly Irish

Engaging Irish Lager Drinkers of All Ages

We landed on the insight that the seemingly brutal banter Irish people are known for is actually a way of them showing affection.

Recognising that Irish people show their love for their friends by making fun of each other, the humorous new campaign sees Rockshore celebrate the playful banter specific to real Irish friendship by subverting traditional methods of communicating love and affection in a “Refreshingly Irish” way.

Developing a new brand platform

Diageo tasked us with developing a bold, distinctive, fun new creative platform for Rockshore, which would connect product, brand, cultural and consumer truths, have longevity, and work through-the-line.

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