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Grolsch Selects Dutch Band Rigby to Headline New Commercial New Grolsch Campaign Focuses on “The Taste That Grabs You!” (Translation)

2 May 2011

After an extensive selection procedure, Grolsch has picked the talented band Rigby from Utrecht to headline its new commercial. During the band's performance in the commercial, a loud "pop" can be heard when a swing-top bottle of Grolsch is opened, immediately after which the lead singer wants a beer. He becomes very inventive and goes to extremes to attract the attention of the bartender in order to get his hands on a Grolsch beer. The commercial kicks off the new Grolsch campaign, which focuses on the taste of the beer. As of Monday, April 25, the commercial can be seen on television.

Selected from dozens of bands
After a long deliberation period, Rigby could call themselves the lucky ones. The talented Rigby boys were picked out of more than 50 bands and artists to present their track "Fire," from their album Solid Ground, as the title track for the Grolsch commercial.

Jan Nales, marketing director at Grolsch, explains why Rigby was chosen: "Here at Grolsch, we love to offer a stage to real talent. For that reason, we started searching for a young and willing band that would fit our brand. We believe the band is very talented, and the boys' ambitions match those of the Grolsch brand perfectly. Grolsch and live music are one. In addition, ‘Fire' is a very catchy tune with a lot of energy, which perfectly fits our campaign."

On collaborating with Grolsch, Christon Kloosterboer comments: "We are incredibly proud to be selected by Grolsch for their new commercial. The match between Grolsch and Rigby feels good. The commercial, in which we go to extremes to get a taste of Grolsch, has turned out great and is very dear to us. In addition, some of the band members' roots are in the eastern part of the country, which really proves that there's something between Grolsch and us."

To the taste that grabs you!
The slogan of the new campaign is "To the taste that grabs you!" It is linked to the well-known slogan, "As unique as Grolsch." The campaign focuses on the taste of the beer and the unique popping sound of Grolsch's iconic swing-top bottle. Aside from the commercial, there will be several activities centred around the theme of taste. The characteristic and refreshing taste of Grolsch beer is, after all, the reason why people choose Grolsch. The campaign, developed in collaboration with DDB Amsterdam, consists of, among other things, tasting weeks, special beer glasses and a special beer cooler.

Toast to the collaboration
As a toast to the successful collaboration, Rigby will be performing a mini-concert on Easter Monday at a still-secret location in Utrecht. There will be more information available soon on the Twitter accounts of Grolsch (@GrolschLive) and Rigby (@Rigbymusic). Starting May 12th, Grolsch and Rigby will also be in the Dutch cinemas.


Editorial information
For more information and /or video or photo material, please contact:

Weber Shandwick Nederland
Shelly Delwel / Jessica van Rijswick
T: 070 312 10 70
E: sdelwel@webershandwick.com   

About Grolsch
Royal Grolsch N.V. is a company with a history that dates back to 1615. This makes Grolsch one of the oldest and most successful breweries in the Netherlands. Grolsch is active in the Dutch market as well as in a large number of international beverage markets. Grolsch holds a premium world position in which unique Grolsch values such as taste, top quality, tradition, aspiration, authenticity, uniqueness and shared enjoyment are central themes. Since 2004, Grolsch has been based at a modern brewery complex in Enschede. Since February 12, 2008, Grolsch has been a subsidiary of SABMiller plc.

This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com. We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist.

Note, the news release was first published in its local market on [20/04/2011].

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