Project: Grolsch Grid
Expertise: Brand Campaign
From Small Acorns: Proving a brand build locally, before scaling nationally.
Flipping the idea that Grolsch competed with mainstream international ‘green bottle’ brands, we positioned them up against independently minded local players instead. This then allowed us to shift our focus onto owning and building credibility in opinion-forming inner-urban precincts such as Melbourne’s Collingwood and Fitzroy. If our ploy worked, we could then move into other similar areas and scale accordingly.
Looking for the perfect introduction, we created and curated Grolsch Grid - a series of events that paired young up-and-coming creative talent and provided them with ‘blank canvases’. Canvases ranged from bar interiors, building walls, buses, trams and stage sets through to skateboards, posters, t-shirts and other more traditional mediums. Supported by social, digital, product and advertising, it’s the sort of brand build we love.
The resulting work from 68 local artists and musicians across 8 iconic local venues not only showcased raw talent, personifying the very essence of Grolsch, but distribution increased and orders for Grolsch went from zero kegs to 30 plus a week, achieving our set objectives. Awareness went through the roof as Grolsch ‘claimed’ the precincts in a credible way.
Whilst our ‘Blank Canvas’ concept went on to be embraced by Grolsch globally, on a personal level, we were blown away by not only the talent on display but also the energy and enthusiasm generated in making Grolsch Grid the success it was.
Brand strategy, creative strategy, creative direction, art direction, copywriting, graphic design, illustration, activation, film, photography, music, social media, public relations, influencer campaign, media, buying & planning, event management, project management, production management & execution.
*SABMiller’s name has disappeared after its $104 billion takeover by Anheuser-Busch InBev, eliminating a corporate moniker whose roots date back to the late nineteenth century. As part of the mega-merger, Grolsch has been on-sold to Japanese brewer Asahi.