Diageo's Rockshore Apple Cider, a light, crisp, refreshing tasting cider inspired by the bracing refreshment of the Atlantic coast, has unveiled its first TVC which is currently airing across TV, social and digital channels. 'Not Too Sweet,' created by BBDO Dublin, was directed by David C. Kerr and produced by Speers Films.
Speaking about the campaign, Dylan Cotter, executive creative director, BBDO said: “Rockshore Lager hit a home run because people love what it stands for: easy, refreshing times in the great outdoors, with you and your mates being your down-to-earth selves. To dramatise how our new cider gets the sweetness just right, we played with that down-to-earth-ness. What if one of the gang got a bit too sweet? All ends well, and that easy-going Rockshore balance is restored.”
Also speaking about the new ad, Diageo Stuart Kinch, head of beer portfolio, europe marketing, said; “We introduced Rockshore Apple Cider onto the market less than 10 weeks ago and the reaction has been incredible with people really celebrating the fact that it’s not overly sweet, which is a real barrier in the category. We have created a cider that is made from the juice of freshly pressed apples with a less sweet taste than other cider and our new TVC manages to tell that “not too sweet” story in an entertaining way.”
The 40-second ad and 10-second product film are now live across TVC, social and digital channels. The TTL marketing campaign also includes outdoor, digital, PR and experiential, which will run throughout the summer months.
Creative Agency: BBDO Dublin
Executive Creative Director: Dylan Cotter
Art Director: Paddy Thunder
Copywriter: Ted Barry
Producer: Andrew Counihan and Noel Byrne
Head of Account Management: Caitriona Ní Laoire
Account Manager: Hazel McPartlan