SABMiller gives Grolsch marketing push

01 October, 2009

SABMiller has unveiled a new positioning and campaign for its international beer brand, Grolsch.

The new campaign revolves around ‘The Mark’, a symbol derived from the Grolsch logo, and will be executed through events, outdoor advertising, television and cinema adverts.

SABMiller acquired the Grolsch business and brand in February 2008 and Ronald van Amerongen, international brand director for Grolsch said: “We wanted to find a way to move Grolsch from a brand with the iconic Swingtop, to a brand which is a global icon in itself.  The new campaign will help to deliver this by bringing Grolsch’s unique character to life in a charismatic and intriguing way. ”

This also includes a television and cinema commercial created by London agency, The Bank. The ad follows one man’s journey through life with the Mark featuring as a recurring symbol, highlighting meaningful moments along the way.  Consumers will also be directed to a new website, the-mark.org.

SABMiller will launch the campaign initially in Poland and Russia – key areas from brand development.

 





Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.

Comment

Tess Posthumus

Staffing crisis could open opportunities

The pandemic has thrown many challenges at bar owners over the past couple of years and the ones that survived the various lockdowns and restrictions deserve a pat on the back. However, while revenues are returning and bars are beginning to recruit once more, we’ve come up against a whole new set of problems, one of which is a global starring crisis.

Instagram

Facebook