Published on January 12th, 20120
Grolsch – Summer Set
Coors Brewers wanted to create experiential brand activity that encouraged consumers to taste the quality of Grolsch and captured a ‘continental drinking experience’.
The brief was to create an experience that built on the shared values of brand and audience of premium, effortlessly cool and ‘never rushed’ – targeting consumers of savvy 25-27 year old urban professionals.
Whilst at Cake Justin Crosby directed the team who created the strategy for the Grolsch Summer Set, staged at one of London’s historic landmark buildings, Somerset House along with a series of shows at Bristol’s Canon’s Marsh Amphitheatre. The shows were developed with the aim of creating a positive brand association with sophisticated, laid back and cutting edge music creating an optimum showcase environment for the brand.
Tasteful branding and staging were developed to complement the sensitivity of the venue whilst communicating the brand’s personality. Artists such as Snow Patrol, Massive Attack, Air and Groove Armada created the perfect soundtrack for the shows.
The Summer Set shows were a huge success, creating a unique urban occasion on a memorable summer’s evening. Enjoyed with a perfectly poured Grolsch. Excellent media coverage was delivered across both locations