Deep RiverRock's new brand platform will see up to €150,000 donated to community groups across the country in 2018

Deep RiverRock is tapping into the heartbeat of communities across the island of Ireland who collectively follow their pursuits and passions, and Thirst for Better.

Representing the start of a new strategic direction for the popular water brand, we will launch a new Thirst for Better platform from July 2018, with a renewed focus on supporting and celebrating groups across the island of Ireland who deepen community bonds.

Hundreds of groups strive, every day, to make their own lives and the lives of their communities better. Local heroes dedicate time, resources - sometimes even blood, sweat and tears – in their pursuit to bring people together to follow their passion.

Whether it be a knitting circle or a hiking group, a running club or a roller derby, Deep RiverRock recognises that these groups stand for more! They are a home-away-from-home; a chance to connect, to belong, and to share those lighter moments in-between the wonderful chaos of life.

Sometimes all that stands in the way of groups reaching their full potential is a little funding - so now we want to help, and so can you!

With our new Thirst for Better campaign, Deep RiverRock will mobilise the power of community. From July, all Deep RiverRock packs will offer consumers the opportunity to donate 10c/p to a registered community group of their choice.

  • €150,000 Available in 2018 for up to 300 groups

Each group that registers will have the opportunity to set up a dedicated promotional page on the Deep RiverRock website to share stories, pictures, blogs and videos to highlight their local passions, and explain why they need a little extra funding. Groups can raise a minimum of €250 or maximum of €10,000 through consumer donations.

Every bottle of Deep RiverRock will represent funding for these community groups. Consumers are asked to ‘Buy, Scan, and Donate’ their 10c/p to their group of choice, by redeeming a unique code at the back of each Deep RiverRock label and donating via www.deepriverrock.ie/thirstforbetter.

Robert Crabbe, Deep RiverRock marketing manager said, "We’re so excited to introduce this new direction for Deep RiverRock. Since the birth of the brand in 1994, we have been a part of communities across the island through much-loved initiatives such as the Belfast City Marathon, our sponsorship of the four rugby provinces and through other smaller community donations.

We see the every-day dedication of groups who unite their communities in the pursuit of their passions, and it was this insight that gave way to the new campaign. Deep RiverRock’s mission is to celebrate and support the famous Irish community spirit, and play our part in helping the nation to get behind the groups that Thirst for Better every day! Robert Crabbe, Deep RiverRock marketing manager

To make the most impact possible in communities across the country, Thirst for Better will be supported with a 360 degree marketing campaign to include new TV, video and outdoor communications to celebrate some of the nation’s most unique community groups and share their stories. The campaign will roll out to store with activations in leading convenience and supermarkets, and will be brought to life in away-from-home sites later this year. Thirst for Better will also be amplified with a full PR and social media plan to uncover some hidden gems across the country. 

Deep RiverRock will also leverage its award-winning Facebook Chatbot entry mechanic to ensure a user-friendly journey.