Rockshore Diageo

Refreshingly Irish

Agency: M&C Saatchi


Rockshore, the Diageo-owned Irish lager and cider brand, has today revealed a new brand platform and multichannel campaign, ‘Refreshingly Irish’, which celebrates the unique playful Irish banter that happens between true friends. The push was developed in partnership with M&C Saatchi London.

Diageo tasked M&C Saatchi 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.

To engage with Irish lager drinkers of all ages, M&C Saatchi London 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.

A 30-second TV spot, directed by Jeffrey Max (Fatal Farm) at Agile Films, is a pastiche of classic love song videos. Featuring “As Long As You Love Me” by Backstreet Boys, and starring protagonist and brand character Rocko, the ad subverts the song’s lyrics, replacing them with banter between friends.

A series of out-of-home executions features a number of different headlines celebrating the way in which real friends make fun of each other. This is supported by video-on-demand, social and audio.

This professional campaign titled 'Refreshingly Irish' was published in Ireland in June, 2023. It was created for the brands: Diageo and Rockshore, by ad agency: M&C Saatchi. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 4 media assets. It was submitted 4 months ago by Owner: Julia Conroy of Julia Conroy Limited.


Client: Diageo Ireland
Linda Bradley – Head of Beer
Julieann Evans – Rockshore Senior Brand Manager
Anne Zahan – Head of Planning & Insights
Hilary Quinn – Marketing Director

Creative agency: M&C Saatchi London
Creative Partner – Guy Bradbury
Senior Creative Team – Alex Lucas and Jon Farley
Agency Producer – Ashley Williams
Head of Integrated Production – Rachel ‘Chops’ Amess
Project Director – Louis Cubbon
Client Partner – Angus Maclay
Account Director – Katie Mandel
Senior Account Manager – Harry Patchett
Chief Strategy Officer – Sophie Lewis
Strategy Director – Ellie Boxall
Head of Design – Jonathan Muddell

Production Company: Agile Films

Director - Jeffrey Max at Fatal Farm
Production Company: Agile Films
Executive Producer - Myles Payne
Producer - Emma Engelmann
Service company - H2 Films, Ireland
DOP – Piers McGrail
Offline Editing - Owen Oppenheimer at The Quarry
Online Post - Agile Films
Grade: Black Kite Studios
VFX – Agile Studio
CG Wave – Magic Numbers
Sound – Clearcut Studios
Music Supervisor: Lizz Harman @ dlmdd
Music Producer: Sascha Darroch-Davies @ dlmdd
Music Arranger/Producer: Cian Boylan

Content films:

Director – Michael Sugrue
Production Company – Spicy Dog Media
Producer – Peter Kilmartin
DOP – Conor Hayes
Offline Editing – Joe
Grade: Black Kite Studios
Online Post – Agile Films
Music Supervisor: Lizz Harman @ dlmdd
Music Producer: Sascha Darroch-Davies @ dlmdd
Music Arranger/Producer: Cian Boylan

Breast Cancer Now
Hayah Karima


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