Grolsch decided to celebrate its 400th birthday in 2015 and tasked MEC to come up with an activation to make that clear. It was not enough to only tell that it was Grolsch’ birthday, people needed to experience it and engage with it. People enjoy watching user-generated content, also from and about brands. Grolsch and MEC decided to break the code and to re-discover the concept of ‘Crowdvertising’ in a digital way: ‘Grolsch cheers with all the Dutch on its 400th birthday!’
Voor/over product of dienst
On May 11th 2015 Grolsch existed exactly 400 years. Of course, a birthday is celebrated together with friends. Grolsch decided to celebrate its birthday with both a commercial made by their advertising agency and initially with a digital activation to make people part of this celebration. This needed to be impactful and engaging with all Grolsch’ brand ambassadors.
Grolsch’ target audience is mainly male between the age of 18-39. They enjoy watching user-generated content, also from and about brands. However this has never led to a massive appreciation on traditional media like TV or movies. When it comes to popular commercials and movies they seem to appreciate ‘mad men’ like décors with special effects more.