Premium Dutch Beer Airs TV Spots On Sky’s Film Channels As Part Of New Partnership
Grolsch has launched a new seven figure advertising campaign as part of a wider move by the brand to emphasise its premium quality and tie the brand more closely to film as part of a global strategy. In the UK, this includes a four month exclusive partnership with Sky to include sponsorship of three of its film channels as well as digital advertising.
The Sky sponsorship includes TV spots, created by BMB in response to a brief from Grolsch’s UK distributer, Molson Coors (UK & Ireland). Under the strap-line “Big Bold Grolsch, Character speaks louder than words”, the adverts demonstrate that Grolsch is a beer that's ‘big on the inside’.
Simon Pick, Senior Brand Manager said, “World beer is a burgeoning section of the market and this campaign will help Grolsch take full advantage. The campaign reaffirms the brand’s Dutch heritage and film is a great way to underline the beer’s sophistication to a new audience. Our investment will help Grolsch remain a premium choice of beer for drinkers in a competitive marketplace.”
To complement the launch of the campaign, Grolsch has commissioned a feature film called The Fourth Dimension, created by Vice Film. It will be showcased on Sky Indie, which will be the global network premier of the film. Grolsch will stage the UK premier of The Fourth Dimension at the International Film Festival in Edinburgh this month. Grolsch is also re-launching Grolsch.co.uk to coincide with an innovative interactive mobile vouchering activity in which participants can interact with infamous Grolsch character, Journt Von Deg, and be in with a chance to win a share of the 5,000 cans of Grolsch on offer.
The overall campaign accompanies a full brand redesign including a robust, dynamic and fresh look for the iconic swingtop bottle, the brands glassware and the launch of a new 330ml bottle.
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Credits
Total spend of campaign (media and creative): £1.3m
Grolsch market share and change in recent past:
Project name: Big Bold Grolsch
Client: Molson Coors Brewing Company
Marketing Brief to agency: After a few years away we wanted to announce the return of Grolsch and demonstrate to the world that Grolsch really is a beer that's big on the inside.
Creative agency: BMB
Agency Producer: Tamara Kennon
Creative Director: Gavin McGrath
Copywriter: Joe Bruce
Art director: Kate Baker
Planner: Jamie Inman
Media Agency: Zenith Optimedia
Media planner: Guy Edwards, Natalie Cummins
Media Spend: £1.3m
Production Company: Stink
Director: Yann Demange
Post-production: The Mill
Audio post-production: Wave
Notes to Editors
For further information, please contact:
molsoncoorscorporateteam@redconsultancy.com
0207 025 6500
About Grolsch
Royal Grolsch N.V. is a company with a history that dates back to 1615. This makes Grolsch one of the oldest and most successful breweries in the Netherlands. Grolsch is active in the Dutch market as well as in a large number of international beverage markets. Grolsch holds a premium world position in which unique Grolsch values such as taste, top quality, tradition, aspiration, authenticity, uniqueness and shared enjoyment are central themes. Since 2004, Grolsch has been based at a modern brewery complex in Enschede. Since February 12th, 2008, Grolsch has been a subsidiary of SABMiller plc. but is brewed, marketed and distributed in the UK by Molson Coors Brewing Company.
About Molson Coors Brewing Company:
Molson Coors Brewing Company is a leading global brewer delivering extraordinary brands that delight the world’s beer drinkers. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Blue Moon, and Keystone Light across the Americas, Europe and Asia. It operates in Canada through Molson Coors Canada; in the U.S. through Miller Coors; and in the U.K. and Ireland through Molson Coors (UK & Ireland). For more information on Molson Coors Brewing Company and our portfolio of brands, visit the company's website, www.molsoncoors.com.
In the UK, Molson Coors has over 2,000 employees and breweries in Burton on Trent, Tadcaster, Alton, as well as the Sharp’s brewery in Rock, Cornwall. It has a market share of over 20% of the UK beer market. Our portfolio includes Carling, the UK's best selling lager for three decades, Coors Light, Grolsch, Worthington's, Caffrey's, Cobra, Corona, Doom Bar, Singha and a range of speciality beers.