Grolsch launches “Celebrating 400 Years of Originality” campaign
Friday March 6, 2015 at 8:58am
As part of a global campaign marking the brands’ 400th birthday, premium Dutch lager Grolsch has launched its “Celebrating 400 years of Originality” campaign in the UK, involving a six-figure advertising campaign, limited edition products, experiential activity, sampling, couponing and a unique art installation. The theme of the global anniversary campaign arises is originality, which is being celebrated by talented artists from around the world. 400 artists have interpreted the beer’s iconic swing-top bottle, and their designs will feature on a series of limited edition packs. The full range of artwork will be revealed online during the celebration of Grolsch’s official birthday on May 11 2015. Bringing the ‘400 Years of Originality’ campaign to life in the UK will be an experiential tour, kicking off on March 10 in London. The tour will give consumers the chance to sample the beer, and take part in a unique experience to create their own original portrait using unique visual effects. These portraits can be shared on social media as well as printed out on the day. Consumers will then be given a voucher to redeem on their next purchase of Grolsch. The original portraits experiential tour will visit eight cities across the UK including London, Birmingham, and Manchester. At London’s Waterloo station, hundreds of consumers portraits will be projected onto a billboard, coming together to form a giant Grolsch swing-top bottle in full view of thousands of commuters. In the UK artists Greg Barth, Nicos Livesey and Tom Bunker, Cathering Losing, Noah Harris and Kyle Bean have created their own unique interpretations of the Grolsch swing-top bottle. The one-of-a-kind designs will be used across the multi-layered campaign which will include targeted Out-of-Home, digital advertising and social media. Amplifying the ‘400 Years of Originality’ campaign will be a unique street art installation on March 9 in Shoreditch, made using Grolsch’s swing-top bottles and a multitude of street art disciplines. Ali Pickering, portfolio brand director at Molson Coors, says: “We are hugely excited to launch this activity for our 400th anniversary. Grolsch was founded on innovation and originality; shown in its iconic swing top bottle, and its distinctive bold, but perfectly balanced taste. Therefore we wanted to mark the anniversary by honouring the original spirit which has been key to our success. This campaign champions the individuals who, just like Grolsch, are trying innovative ways to create original products.” Creative and digital content for the campaign is by VCCP, with social media by VCCP Kin. Media planning and buying for digital is by Zenith Optimedia, with media planning and buying for OOH by Kinetic. The experiential roadshow was created and is being executed by LIFE, while the PR and art installation is by Eulogy! and Graffiti Life.