Dublin-based Neworldesign created new packaging, which is intended to give the brand a more contemporary feel. The aim is to appeal more to 18-to-35 year olds.
A research project conducted by CCBI in Dublin in August showed that the Deep River Rock brand achieved a high-recognition factor but needed to "modernize its image".
Created by Ogilvy & Mather Worldwide, the campaign features two 20-second executions, and runs on RTE1, Network 2, TV3 and TG4.
Copyright December 2000, Crain Communications Inc.