Challenge
In the crowded South African beer market, SABMiller’s Grolsch Premium Lager, had to find a way to break-through in a space dominated by far bigger local brands – all flaunting top-tier sports sponsorships, historical and cultural loyalties.
Solution
Make Grolsch a challenger brand – challenging not only competitors but the beer category. Whereas most beers sell on sport or BBQ – Grolsh is a beer for designers, artists, innovators and thinkers in the urban world. It wasn’t enough to simply position the brand in the advertising space. We needed to create a movement. From exclusive gallery openings to designer, hand-painted fridges as prizes to onsite and offsite activations pushing the boundaries of art and design, Grolsch was recategorised from a premium beer to a symbol of
Urban Expression.
Grolsch already had many upstart qualities: an unconventional recipe, flavour, bottle design and a die-hard attention to detail not seen in today’s mainstream beers. Extending this to talented up-and-coming artists, pop-up galleries, massive art fairs - to which Grolsch become both muse and patron alike – was a natural fit.
Grolsch staked out a space in the mindset of consumers that was uniquely its own and grew marketshare substantially.
The campaign was awarded top honours at the SABMiller Golden Circle Awards.
Film
Print
The print aspect of Urban Expression sought to envision the iconic Grolsch bottle as an artform in various styles and movements. These adverts were featured in a number of prominent and emergent South African art journals and gallery catalogues.
Outdoor
Urban Expression translated into multiple outdoor executions ranging from decorative
art and brand intrinsic to revealing limited edition art-infused Grolsch variants.
Retail
With emerging artists lined up, we then partnered with SMEG to create unique and functional works of art. Twelve fridges were then unveiled in a Grolsch’s first gallery opening before being won by consumers after an instore promotion.
Digital / Social
Urban Expression built an engaged community through Grolsch’s Canvas portal, social media and creative blogs to share art, new artists, news, events as well as unique online promotions.
Retail
Through colaboration and partnership Urban Expression came to life on limited edition items that were in the their own right works of art. The deck of cards celebrated Grolsch’s 400th birthday with art, illustration and design. Four thousand packs were handed out to delegates at the world-renowned Design Indaba in Cape Town, South Africa in February 2014.
