After an extensive planning process, Edelman Ireland is delighted to have 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 we worked with Deep RiverRock, as they 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.

‘Nice One!’ is a popular phrase, but too often it’s used to express annoyance and frustration. With this platform we worked to reclaim it and take it back to what it really means: a simple, pure expression of happiness. With ‘Nice One!’, Deep RiverRock celebrates 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 Ireland, 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.

Check out some of the creative below: