Deep RiverRock and TBWA Ireland group unveil ‘That’s Better’ campaign
Print4 April 2025
Deep RiverRock, has launched its latest brand platform, ‘That’s Better,’ in collaboration with TBWA Ireland Group.
With a ‘brutally honest approach’, the campaign cuts through exaggerated claims often made by drink brands, embracing the simple truth: Deep RiverRock won’t make you better at anything except hydrating.
Research shows that while consumers know water is good for them, they often find it, a little boring.
Bottled in County Antrim, the water brand, and TBWA Ireland Group noted that they saw an opportunity to turn this insight into something fun, building the entire campaign around a single disruptive tension: Deep RiverRock doesn’t claim to improve you, it just improves your hydration.
‘It can’t make you a better break-dancer or better at awkward small talk in the office kitchen.
‘And it won’t make you better at writing articles about water-based advertising campaigns.
‘But it will make you better at hydrating. And ‘That’s Better.’’
Commenting on the campaign, Kylie Magee, trade marketing director, Coca-Cola HBC Ireland and Northern Ireland, said: “As the No.1 impulse water brand on the island of Ireland*, we have ambitious plans to cement our place as the go-to choice for everyday healthy hydration.
“This new platform goes right back to our DNA, with a clear role for every product in our portfolio. We believe ‘That’s Better’ will help us scale to meet those ambitions.”
Pinning Streak
The campaign launches with ‘Pinning Streak’, directed by Thomas Ormonde and produced by ProdCo. The campaign will extend across audio, social, cinema, OOH and DOOH.
Bairbre McGlade & Eoin Conlon, creative directors, TBWA Ireland Group continued: “Deep RiverRock take hydration very seriously – but they take everything else less so, which is great craic to be honest. And that was kind of our rule for this entire campaign; have fun with the brand, have fun with our audience and keep pushing the work to make it better-er.”
Ronán Jennings, strategy director, TBWA Ireland Group, added: “We wanted to tap into Deep RiverRock’s roots as a disruptor and entertainer. When a consumer told us, ‘I know I should drink more water, but water is just boring,’ we knew we had something fun to build on.
Campaign credits
Client – Coca-Cola HBC Ireland and Northern Ireland
Brand – Deep RiverRock
Trade Marketing Director – Kylie Magee
CCH Brands Marketing Manager – Orla McAlister, Shane McQuaid
Brand Marketing Executive – Brianna Woods
Agency – TBWA Ireland Group
Executive Client Growth Director – Sinead Lee
Senior Account Director – Niamh McDermott
Senior Account Manager – Áine Neenan
Strategy Director – Ronán Jennings
Strategist – Ecem Erdal
Creative Director (Copy) – Eoin Conlon
Creative Director (Art) – Bairbre McGlade
Agency Producer – Georgia P. Stevenson, Hannah Lambert
Production credits
Edit – Stitch
Post – Time Based Arts
Sound – Blast Studio
Service Production – Division
Director – Thomas Ormonde
DOP – Rasmus Videbaek
Executive Producer – Ella Toal-Gangar
Producer – Fred Bonham Carter
1st AD – Dennis Sonin
VFX Supervisor – Miguel Wratten
Production Design – Natasa Rogelj
Editor – Saam Hodivala
Costume – Monica Lorber
Sound Engineer – Will Farrell
Voiceover – Siobhán McSweeney
*Source: Nielsen Discover L52wks to Feb 25
Read more: Deep RiverRock marks one year as Ireland’s leading impulse water brand
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