SABMiller launches new campaign for Grolsch

2 October 2009 | By Anna Rudenko

SABMiller announced a new ad campaign for its international beer brand Grolsch.

It is based on “The Mark” – an intriguing symbol contained in the Grolsch logo. The image of “The Mark” will be widely used in brand’s events, outdoor advertising, television and cinema adverts.

Television and cinema commercials for Grolsch’s new campaign were created by agency The Bank from London. These spots tell one man’s life story where “The Mark” highlights specific moments along the way. Also, there is a new website, www.the-mark.org, where consumers can find original branded content (music or art, for example).

“This campaign is about harnessing the power of symbols to intrigue consumers and convey Grolsch’s maverick character. The Mark is shorthand for Grolsch’s charisma, craftsmanship and artistry,” said Ian Cassie, creative director of The Bank.

The campaign was developed by SABMiller in cooperation with company’s partners from regions which are identified as key mrkets for Grolsch’s development. Soon it will be launched in Poland and Russia.

via SABMiller

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Tags: alcohol drinks, beer, Grolsch, SABMiller