Coke Ireland promotes water brand Deep River Rock

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DUBLIN - Coca-Cola Bottlers Ireland is investing $3 million on a new campaign to market its recently-launched Deep River Rock mineral water brand. The tagline for the TV spot is: 'The Water You Wear.'

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.

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