“The most refreshing time for a beer”

Agency: M&C Saatchi


Rockshore, the Diageo-owned Irish lager and cider brand, has unveiled its new Christmas campaign,“The most refreshing time for a beer”.

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 Keating 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 Keating’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).

This professional campaign titled '“The most refreshing time for a beer”' was published in Ireland and United Kingdom in November, 2023. It was created for the brand: Rockshore, by ad agency: M&C Saatchi. This Digital, Film, and Integrated media campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 3 months ago by Owner: Julia Conroy of Julia Conroy Limited.


Creative agency: M&C Saatchi London

Creative Partner - Guy Bradbury

Creative – Tupelo Browne

Creative – Kristian Limpert

Producer – Ihsan Kemal

Managing Partner – Angus Maclay

Account Director – Katie Mandel

Senior Account Manager – Evie Nagy

Chief Strategy Officer – Sophie Lewis

Strategy Director – Ellie Boxall

Client: Diageo

Linda Bradley – Head of Beer Diageo Ireland

Emer McCarthy – Senior Brand Manager

Colum Campbell – Marketing Manager

Anne Zahan – Head of Planning & insights Diageo Ireland

Production company: Rattling Stick

Director - Harry Cauty

Executive Producer – Cabell Hopkins

Director of Photography - Murren Tullett


Marshall Street Editors

Editor – Toby Conway-Hughes

Post production: ELMNTL

Colour grading: Henry Howard

VFX: Martin Waller

Sound: Clearcut Sound Studios

Voice record and Sound Design: Daniel Rimmer

Audio producer: Lindsay Grant

Music composition and arrangement: Charlie Smith

Music consultant: Stephen Ettery @ Wake The Town

Purpose Disruptors


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