Leith was appointed in 1999 when Grolsch was just a top ten lager.
It developed a strategy that repositioned Grolsch as the laid back Dutch lager, which subsequently helped the brand climb to number three.
However, lack of investment in brand presentation and distribution meant that the brand started to move backwards.
Advertising the provenance of the brand supply wasn’t the answer.
With the client we turned the marketing strategy on its head.
Focus switched away from advertising to a focus on the consumers personal experience. We created an experiential campaign to secure high quality distributors and improved service for customers.
The Green Light District is Grolsch’s interpretation of the best of Amsterdam’s nightlife and continental drinking culture.
A fully integrated campaign was developed to support the Green Light District as it moved from city to city across the UK.
Following the first year of Green Light activity, results were highly encouraging.
• High quality extra distribution has been secured in major urban centres.
• Sales volumes in all Green Light District outlets showed significant increases (ranging from 11% to 259%.
And the success of 2006 activity meant that the Green Light District has been the focus of marketing strategy in 2007.
So far new print work has been developed, along with a Green Light District website and online advertising. More wide ranging digital communications, including extensive viral activity have also been developed
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