Grolsch sets sights on Green Light Districts

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.

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.

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why

m&s

M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here