Grolsch is launching a field marketing campaign that will see “Green Light Districts” (GLDs) established across major UK cities such as London, Manchester and Leeds.
Phiz, the field marketing agency launched last year by RPM, has been appointed by Coors Brewers, which markets and distributes Grolsch in the UK, to carry out the campaign.
The creative idea centres around a glowing green light bulb which has the iconic Grolsch swingtop bottle as the filament.
The live extension of the campaign, which will kick off at the end of March, will see up to 40 high-end bars in each of the participating cities bathed in green lighting, both inside and outside, to highlight the GLD.
The campaign will involve five full-time Grolsch brand ambassadors who will deliver training and co-ordinate all on-trade promotional activity.
A nationwide mystery shopping campaign will assist in driving staff recommendation of the brand, while Phiz will also operate Grolsch’s Dutch barge in canals in the participating cities.