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Grolsch refreshes digital presence with double-fronted website

27 August 2010

10th August 2010

GROLSCH HAS LAUNCHED its new global website, Grolsch.com, to reflect the beer brand's history of uncompromising creativity online and link back to Grolsch's key attributes of character and creativity.

Grolsch.com brings together the best of its former brand portal and its creative personalised content aggregator site for young Urbanites, the-mark.org, with a completely new look & feel, updated and engaging brand content and unique user experience.

The Grolsch.com audience is made up of existing and potential customers and anyone with an interest in the brand: savvy, opinion forming, creative urban males (25-35 year olds) looking to be inspired.

True to Grolsch's 400 year history of uncompromising creativity, the site takes an idiosyncratic approach to delivering relevant content to its audience. It allows users to switch at will between pure brand experience and inspirational content from the web as chosen by Grolsch and its creative partners.

The site has been developed collaboratively between Grolsch's global advertising company The Bank and brand specialists WHAM.

Ronald van Amerongen, Global Brand Director of Grolsch, said:

"The new website perfectly conveys our core brand values of character and creativity and represents an important development in our plans to establish the Grolsch brand in new markets.

"Grolsch.com showcases Grolsch's craftsmanship and functions as an aggregator of creative content from across the web - something we know our drinkers are keen to see."

Lex de Wynter, Digital Director of The Bank, said:

"Rather than try to shoehorn two different user experiences into one global presence, we followed Grolsch's lead of doing things differently. We created a site with two distinct modes where the diverse content types can co-exist and thrive off each other and the user can switch between them at the click of a button.

"It is a chance for the brand to demonstrate its commitment to craftsmanship and for the consumer to be inspired by real people who live and breathe creativity."

Darren Edwards Principal - WHAM, said:

"Grolsch.com represents the best way a brand may come to life in the digital space. Instead of being a sign-post site to local market web sites, Grolsch has created a vibrant, interactive space for creative people.

"It is designed as an ever growing platform that will inspire and enrich the lives of consumers, while communicating the beer's brand essence, and providing a solid launch pad for new markets."

NOTES TO EDITORS:

The Bank took responsibility for the website build and look and feel, while WHAM has acted as consultants throughout the development and contributed to the design and the integration of the-mark.org into grolsch.com

About Grolsch

Grolsch is a company with a rich tradition that goes back to 1615. The focal point of Grolsch's commercial activities lies in the Netherlands, Grolsch's historic home market. However, important international markets for Grolsch include South Africa, the United Kingdom, the United States, Canada, Australia and New Zealand.

For more information on Koninklijke Grolsch N.V., visit the company's website: www.koninklijkegrolsch.nl or www.royalgrolsch.com

About SABMiller plc

SABMiller plc is one of the world's largest brewers with brewing interests and distribution agreements across six continents. The group's wide portfolio of brands includes premium international beers such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch, as well as leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie. SABMiller is also one of the world's largest bottlers of Coca-Cola products.

In the year ended 31 March 2010, the group reported US$3,803 million adjusted pre-tax profit and group revenue of US$26,350 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.

About The Bank

From a background in film and live events, The Bank Advertising Company was established in 2005 with the launch of Peroni Nastro Azzurro. Today we are three companies in one:

- Advertising Company
- Film, Commercials and Corporate TV Production Company
- Live Events and Experiential Company

We never just focus on traditional TV and print ads, our unconventional experiential and film production roots ensure we look at a client's business problem from a media neutral point of view so that we are able to offer complete communication solutions.

We aim to produce category defining advertising and we do this by developing the magnetic idea - a highly motivating thought that reflects both the brand truth alongside its place within the world. Amongst others, our strategic strength has allowed us to give a beer brand iconic style status and to turn mobile advertising on its head.

Our clients include Peroni Nastro Azzurro, Truphone, Pilsner Urquell, William Hill, Grolsch and Cancer Research UK - we make sure they benefit from unconventional solutions in a conventional world.

www.thebank.co.uk

About WHAM

WHAM is a brand building company owned by Hutchison Whampoa Limited.
We create and deliver new brands worldwide. We help clients sort out what they're about and get that across to all the people who matter. We help them shape the perfect customer experience whatever the medium. We help them succeed.

To do this we create, build and run websites, applications and digital environments; we develop and design new products and user interfaces for electronic media and we design real shops in real streets for real people.

We like challenges and we like working for ambitious, demanding customers - wherever they are in the world.

Visit us at www.thewhamagency.com

This is a SABMiller subsidiary news release, first published in its local market on 10/08/2010.

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