Grolsch plans 400 years experiential tour

Molson Coors-owned beer brand Grolsch has announced a new £2.7m UK media campaign, which will involve a nationwide experiential tour.

Grolsch marks 400 years with experiential, art-insired tour with The Bank
Grolsch marks 400 years with experiential, art-insired tour with The Bank

The ‘400 Years of Originality’ campaign has been designed to mark the brand’s milestone year and re-visit Grolsch’s history as an iconic international beer brand.

From 10 March, in London, consumers will have the chance to sample the beer and take part in an experience where they will be able to create their own original portrait using visual effects. Participants will then be able to share their creations on social media, as well as take home a physical printed copy, and a discount voucher for their next Grolsch purchase.

The tour will visit eight cities across the UK including London, Birmingham and Manchester. At London Waterloo station, consumers’ portraits will be projected on to a billboard to form one giant Grolsch swing-top bottle image.

Ali Pickering, brand director portfolio at Molson Coors UK, said: "Grolsch is renowned for its individuality and this is something we wanted to pay tribute to during the 400th-year anniversary. We pride ourselves on our ability to offer beer drinkers a premium choice, whilst maintaining a unique and imaginative edge – whether that is through our distinctive beer or our unique swingtop bottle.

"We look forward to celebrating with our customers over the course of the year and introducing them to our exciting activity planned for 2015."

Other activity planned includes limited-edition 400-year anniversary packs of Grolsch, which will feature designs from 400 artists, as well as celebratory point-of-sale merchandise in pubs and a display of the full range of artwork on the brand’s birthday – 11 May – to be used through out-of-home activity, digital advertising and social media.

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