Grolsch : CASSIES Case
THE SITUATION:
The beer market in Ontario is complex and somewhat overwhelming. Grolsch was a premium brand with little awareness or knowledge among consumers, especially as a premium imported beer.
THE PLAN:
We need to build awareness and demand for Grolsch by creating an emotionally aspirational positioning for the brand. Because of its funny-sounding name, we also needed a solution that had come from the brand and could only belong to the brand itself.
THE IDEA:
A simple yet perceptive tagline was developed: “It could only be Grolsch”. Creatively, the campaign leveraged the unique attributes of the brand by looking no further than its name: the “sch”, created a unique and easily recognized identity for the brand that could be applied across all media including radio, outdoor and print.
THE RESULTS:
Following the campaign, Grolsch enjoyed a spectacular turnaround in results. Sales grew 14%, outpacing growth in the premium import segment, and securing a 5% increase in market share. Summer on-premise distribution increased an amazing 85% VYA. Unaided awareness of the brand was up 50%, and the number of bottles per month per user grew a staggering 270%, both VYA. From humble sales figures when Grolsch sold only 90,000 cases of beer in Canada, post campaign marketing initiatives have pushed volume to over 500,000 cases annually. Truly worthy of its CASSIES award recognition.
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