“The most refreshing time for a beer”

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).