Title	THE RECYCLED LOGO
Brand	DEEP RIVERROCK
Product/Service	WATER
Category	B04. Business Citizenship / Corporate Responsibility & Environmental
Entrant	EDELMAN London, UNITED KINGDOM
Idea Creation	EDELMAN London, UNITED KINGDOM
PR	EDELMAN London, UNITED KINGDOM

Name	Company	Position
Jennifer Hyland	Edelman	Director
Darragh Rea	Edelman	Senior Director
Simon Chapman	Edelman	Senior Creative
Jake McCabe	Edelman	Content Creator
Rachel Purcell	Edelman	Senior Account Manager
Emma Williams	Edelman	Director
Erica Bracken	Edelman	Account Executive
Tara O'Rourke	Coca-Cola HBC Ireland	Head of Hellenic Brands Marketing

Why is this work relevant for PR?

The Deep RiverRock Recycled Logo was an earned-centric creative idea, designed to create consumer awareness and earn media attention. The campaign was intended to affirm and grow the brand’s reputation for sustainability at a time of unprecedented challenge. The central creative was shared across multiple platforms, while smart influencer and media partnerships were used to further uplift the campaign’s impact and increase reach across the target audience, in an authentic way.

Background

CONTEXT With the environmental impacts of our high-consumption lifestyle making headlines daily and a groundswell of interest in sustainability, bottled drinks brands are facing unprecedented challenges in public opinion and purchasing choices. CHALLENGE Deep RiverRock plastic water bottles have always been 100% recyclable. Since June 2019, every bottle within their portfolio has also been made from 100% recycled plastics. So instead of creating more plastic to carry their water, they’re reusing what’s already there. Despite being the first major water brand in Ireland to make this seismic shift, consumers don’t know. With every brand competing for the sustainability space, how could Deep RiverRock make people aware of this key move? OBJECTIVES • Demonstrate Deep RiverRock as a leader in sustainability • Show customers how Deep RiverRock are tackling environmental concerns • Make consumers aware of Deep RiverRock’s key environmental differentiator (recycled bottles) • Earn media through the campaign idea

Describe the creative idea (20% of vote)

INSIGHT • Consumers are tired of brands talking about sustainability without taking action • Deep RiverRock is a sustainability-focused brand which has already taken action to mitigate its environmental impacts • A recycled water bottle looks the same as all the non-recycled bottles CREATIVE IDEA The Deep RiverRock logo has remained unchanged for 25 years…but if the bottles could be fully recycled for the environmentally conscious audience, couldn’t the logo be too? We persuaded Deep RiverRock to recycle their logo, swapping their name out completely for the words ‘100% Recycled Bottle’. Taking your name off your product is pretty brave– especially when your product is water. You risk losing to competitors in the instant recognition moment. But it’s an enormous statement about what you stand for. This bold statement would earn media, grab consumer attention and demonstrate Deep RiverRock's long-term commitment to sustainability in an unmistakable way.

Describe the PR strategy (30% of vote)

Target Audience: 24-45-year olds across Ireland; an audience which choses brands who make active commitments to improve society and the world. By changing the long-standing logo, we illustrated with bravery, simplicity and immediacy the depth and scale of Deep RiverRock’s sustainability approach. The message is clear - this is a brand that will not only talk about sustainability but will do – changing their own products and practices in real-world ways. The strategy took the simplicity of the idea and applied it in a bold and ingenious takeover through a 360 campaign which included label redesign, TV, Outdoor, DOOH, print, and trade/wholesale ads, earned launch, social content, influencer placement and media partnerships. We wanted the consumer to double-take at every touch point. We also persuaded two of Ireland’s leading online publications to recycle their own logos for 24 hours in celebration of Deep RiverRock's commitment.

Describe the PR execution (20% of vote)

The logo-redesign was key to the campaign’s success. Maintaining Deep RiverRock’s look and feel was vital. We used the swirl of the Deep RiverRock ‘O’ in the new logo as a visual clue. We launched with Minister Richard Bruton, Minster for Communications, Climate and Environment, in targeted media placements. The campaign ran for over 8 weeks. TV and Outdoor drove mass awareness. A bold and uncomplicated visual campaign showcased the redesigned bottles and logos, allowing them to speak for themselves. We ran two media takeovers with Joe.Ie and Belfast Live (two of Ireland’s leading online publications) who recycled their own logos for 24 hours. We also worked with two high-profile Irish influencers, both known for their visually stimulating content and both vocal on social media about their sustainable living ambitions. The adapted logo is a now a permeant feature of the Deep RiverRock bottle and brand.

List the results (30% of vote)

• 22% increase in overall sales • 41% Increased sales in the following key accounts: Spar • 20M Earned Reach (80% above target) • 31% Penetration • 828,985Influencer Reach (23% above target) • Deep RiverRock is perceived as the most sustainably active water brand, 28 points ahead of the closet competitor • Perception of Deep RiverRock as a brand which takes active measures to reduce their environmental impact = up by 44% (as compared with the pre-campaign period) • 66% of people understand Deep RiverRock’s key differentiator regarding positive environmental action • More recycled bottles in the world • And Less waste