December 7th 2023

Rockshore and M&C Saatchi show the power of the festive anthem

A new festive anthem from former Boyzone star Ronan Keating underlines the power of thinking beyond families in the festive period

Nicola Kemp

Editorial Director Creativebrief

Rockshore

Diageo asked us to create a fame-driving piece of work with a “Refreshingly Irish” take on the festive season! Recognising Boxing Day (St Stephen’s Day) as a key occasion for pub gatherings with friends, we thought what’s more Irish than Ronan Keating crooning about Rockshore?

Agency:: M&C Saatchi, London

Disciplines

Advertising/Creative Brand strategy Integrated marketing

Sector

Alcoholic Drinks

Bite Insight

Flicking through the plethora of Christmas ads this year, you would be forgiven for thinking that the festive period is only for families.

But a new campaign from Diageo-owned lager and cider brand Rockshore celebrates the joy of friendship. The campaign which focuses on the joy of Boxing Day as a time to connect with friends is a pitch perfect campaign, featuring the dulcet tones of former Boyzone member Ronan Keating.

The campaign, which is aimed squarely at the brand’s target audience of larger drinkers aged 25 to 40, celebrates the simple joy of going to the pub with friends on Boxing Day.

A joy brought to life with the launch of the brand's first-ever festive anthem.

A series of humorous films, directed by Harry Cauty at Rattling Stick, depict Keating laying down a nostalgic take on the Christmas classic, ‘It’s the Most Wonderful Time of the Year’. The producer behind the mixing desk interjects throughout, subverting the lyrics at Keating’s expense. (In a blow to Keating and Boyzone fans everywhere, he even shares that his favourite boy band is in fact, Westlife) In response, Keating dishes out his own banter about the producer and Rockshore, before the two men head to the pub.

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 has been handled by WH PR and campaign activation done by Verve. Talent strategy for the push came from M&C Saatchi’s talent management agency, M&C Saatchi Merlin.

Linda Bradley, Head of Beer at Diageo Ireland, explained: “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 25^th December.”

She continued: “The 26^th 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.”

A break from the festive advertising norm, which delivers cut through and a reminder that there is no one-size-fits-all solution to festive advertising.