Molson Coors is investing £5.4m in a new campaign for Grolsch from next month to re-establish its swing-top format as an asset in the struggling premium lager category.
The campaign is themed around bringing the "quality experience of Dutch-style Continental drinking to life". The creative, which will span magazine ads and 96-sheet billboards, features the moment the top pops off, using the strapline "Gosch! Taste. Amplified".
"There's extreme pressure on premium lager at the moment, with sales down 5%," said a spokeswoman. "People are looking for value and want something more special, so we will be driving forward with the swing-top."
The campaign is part of a £13m on and off-trade push for the format. It marks the biggest investment in the brand in three years, since its Green Light District campaign.
The campaign is themed around bringing the "quality experience of Dutch-style Continental drinking to life". The creative, which will span magazine ads and 96-sheet billboards, features the moment the top pops off, using the strapline "Gosch! Taste. Amplified".
"There's extreme pressure on premium lager at the moment, with sales down 5%," said a spokeswoman. "People are looking for value and want something more special, so we will be driving forward with the swing-top."
The campaign is part of a £13m on and off-trade push for the format. It marks the biggest investment in the brand in three years, since its Green Light District campaign.
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