Deep RiverRock was one of just two FMCG brands to win in 'long-term effectiveness in advertising' category at ADFX Awards

Deep RiverRock has been recognised for its long-term effectiveness in advertising at the IAPI ADFX Awards held at the InterContinental Hotel Dublin on Thursday evening 22nd September.

The coveted ADFX Awards are held every two years to honour the most effective advertising campaigns that appeared in the Irish market and to recognise the contribution that these campaigns make to business success in Ireland.

Deep RiverRock was one of just two FMCG brands to win in the ‘Long-Term Effectiveness Category’, which covers all sectors and takes into consideration the success of a brand over a longer time frame, rather than measuring the impact of just one campaign.  The awards are based on proof that long-term communications were key to a brand’s success. 

The entry, “How Advertising and Brand Building kept Deep RiverRock Hydrated Over 10 Years”, demonstrated the journey of a collaborative approach between the brand team and agencies, McCannBlue and Mindshare, which ultimately saw Deep RiverRock achieve the number one market share position in Ireland.

Deep RiverRock currently works with agencies McCannBlue and Mindshare Media. The brand team has also previously worked with creative agency Ogilvy & Mather.

Tara O’Rourke, Head of Hellenic Brands Marketing, Coca‑Cola HBC Ireland said, “This best-in-class accolade is a fantastic achievement for the Deep RiverRock brand.  Our story tells a powerful business case that shows the return on investment. By leveraging key insights and regularly evaluating our strategy, we were able to continually reshape our brand to create winning campaigns over a ten-year period. These campaigns ultimately played a key role in Deep RiverRock achieving the number one market share position in Ireland. On behalf of the team, I would like to thank McCannBlue and Mindshare for their collaboration, creativity and hard work, and everyone across our organisation who has contributed to the brand’s success.” 

Jane Ahlstrom, Account Director, Mindshare said,The success of this case is testament to the power of harnessing long term business data along with the collaboration of all departments working in sync across marketing,  media, creative  and trade. The collaboration between Mindshare, Deep RiverRock and McCannBlue demonstrates how successful interpretation of long term data coupled with strategic creative and media direction influenced by that data, leads to effective business results. We’re delighted to have worked across the campaign for the ten year period and to have been a part of the successful brand journey Deep RiverRock has taken.”

Susan Kelly, Strategic Director, McCannBlue echoed this by saying, “McCannBlue have built a relationship of trust with Deep RiverRock and Mindshare over the past number of years, and this award is proof of the real business gains that come from this type of true strategic and creative collaboration. We’re thrilled that the impact of our advertising for Deep RiverRock has been recognised with this ADFX Effectiveness Award which is testament to the vision and commitment of everyone involved.”

Deep RiverRock was also shortlisted in FMCG category at the ADFX awards.



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About Deep RiverRock

Introduced to the Irish market in 1994, Deep RiverRock is a high quality water sourced from deep beneath the glacial hill of Co Antrim. It is rich in natural minerals such as Calcium, Magnesium, Potassium and Sodium, all naturally occurring within the source. 

Deep RiverRock has experienced significant growth in recent years and continues to drive the bottled water category.

Knowing that even a 2% drop in your hydration levels can slow your mind and body, Deep RiverRock believes that hydration is an important part of staying on top of your game and encourages hydration in its latest campaign, ‘Think straight, HYDRATE’. The brand also has a proud sponsorship platform which includes the four rugby provinces and Belfast City Marathon.

Constantly innovating to meet consumers’ needs, Deep RiverRock is now available in still, sparkling, flavours and also in a new one litre bottle. Deep RiverRock’s entire flavoured water portfolio are in the process of moving to Sugar Free with No Calories. These great tasting drinks include Forest Fruits, Lemon & Lime and Strawberry.