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SABMiller gives Grolsch marketing push

01 October, 2009

SABMiller has unveiled a new positioning and campaign for its international beer brand, Grolsch.

The new campaign revolves around ‘The Mark’, a symbol derived from the Grolsch logo, and will be executed through events, outdoor advertising, television and cinema adverts.

SABMiller acquired the Grolsch business and brand in February 2008 and Ronald van Amerongen, international brand director for Grolsch said: “We wanted to find a way to move Grolsch from a brand with the iconic Swingtop, to a brand which is a global icon in itself.  The new campaign will help to deliver this by bringing Grolsch’s unique character to life in a charismatic and intriguing way. ”

This also includes a television and cinema commercial created by London agency, The Bank. The ad follows one man’s journey through life with the Mark featuring as a recurring symbol, highlighting meaningful moments along the way.  Consumers will also be directed to a new website, the-mark.org.

SABMiller will launch the campaign initially in Poland and Russia – key areas from brand development.