Now into its second year, Deep RiverRock’s Thirst for Better campaign is making a real difference to community groups across the Island of Ireland. As Deep RiverRock's dedicated shopper engagement agency, MXB are proud to have been a pivotal part of this journey.
The campaign enables consumers to donate 10p from every bottle of Deep RiverRock to a registered community group of their choice. Community Groups from right across Ireland, engaged in all sorts of activity spanning education, fitness, well-being through to creative art, family and kids activity, can register with the fund to work toward raising target amounts to achieve their group goals.
Complementary to the above the line campaign, MXB created an on-pack mechanic linked to a bespoke chat-bot hosted on Facebook messenger, which would allow users to enter their codes directly through messenger. We designed and built a bespoke website which acts as a hub for donations as well as a leaderboard for the groups involved, which encourages donation. In addition to the digital aspects of the campaign, we create the point of sale materials to ensure 360 degree recall of the campaign.
The campaign is growing from strength to strength, with more community groups Thirsting for Better every day.