Nice One! Deep RiverRock launches new brand platform

New strategic direction celebrates cultural touch points, optimism, and sustainability



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9 September 2021

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Deep RiverRock has continued to grow its market share as the second largest impulse water brand on the island of Ireland. Thanks to continued modernisation and premiumisation of the brand, Deep RiverRock now proudly launches a new strategic direction and brand platform – Nice One!

The brand believes that all too often we can fail to see the opportunities in a given situation. ‘Nice One’, a popular and uniquely Irish phrase but too often used to be cynical, will be reclaimed by Deep RiverRock for what it really means, a pure expression of happiness.

With the support of its brand ambassador and comedian Tony Cantwell, Deep RiverRock will playfully point out these simple moments of joy.

Reflecting the brand’s positive, feel good and irreverent tone of voice, the new campaign will celebrate those little moments we all experience in the face of challenges. The message will also marry the brand’s commitment to sustainability and the small changes we can all make to protect the planet for generations to come.

When it comes to sustainability, for example, the brand will showcase how we can all play our part by choosing a Deep RiverRock bottle made from 100% recycled materials, and of course, by recycling again.

In the latest development in its sustainability journey, Deep RiverRock has also announced that the plastic shrink wrap around Deep RiverRock multi-pack bottles is now also made from recycled material – so consumers can feel good knowing that they have chosen a 100% recycled bottle, in 100% recycled material. This innovation further cements Deep RiverRock’s place as the most sustainable water brand on the market.

“Since its birth in 1994, Deep RiverRock has evolved to reflect changing Irish society – becoming a more modern and sustainable brand yet retaining its uniquely irreverent and playful tone of voice,” said Shane McQuaid, Deep RiverRock’s marketing manager.

“That’s why we’re now immensely excited to launch this new direction for the brand, celebrating how we can all approach opportunities and challenges with optimism. We are also proudly keeping Deep RiverRock’s sustainability commitment and credentials front and centre.”

With a €500,000 investment behind the brand, the new campaign will go live from 6 September, led by TV campaign on RTE, Channel 4, Virgin Media & Sky, together with several video-on-demand platforms.  The campaign is further supported by new packaging, digital, out-of-home, experiential, social, PR and shopper activity.

The new campaign is supported by a refreshed packaging design, portraying a vibrant and modern Ireland. The confident and bold look is inspired by the landscape of Co. Antrim, where the water is sourced and bottled.

The TV ad and all digital media were created by Edelman in conjunction with Bold Puppy. The design and shopper plan were created by the creative agency Haygarth, and packaging design was created by Clevercat.

Visit to watch the new Deep RiverRock – Nice One! ad.



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