SABMiller readies fresh global positioning

SABMiller is preparing to reposition its Grolsch beer globally as a “maverick” brand.  

grolsch

The new campaign will focus on newer international markets and features ‘The Mark’, a new symbol derived from the Grolsch logo that will appear on Grolsch products.

Ronald van Amerongen, international brand director for Grolsch says: “We wanted to find a way to move Grolsch from a brand with the iconic swing top, to a brand which is a global icon in itself”.

The campaign comprises of experiential and outdoor activity as well as a television and cinema advertisement created by London agency The Bank.  

The ad follows a man’s journey through life with The Mark featuring as a recurring symbol, highlighting meaningful moments along the way.

A new website, the-mark.org, will host original music and art content as well as content recommended by users

SABMiller acquired the Grolsch business and brand in February 2008. In the UK, it is distributed and marketed by Molson Coors.  

Molson is preparing to launch a separate push in the UK.

The £13m campaign will push the brand’s premium credentials and taste and uses and feature the beer’s iconic swing top bottle with the strapline “Taste. Amplified”.   

Dave Griffiths, brand director at Molson Coors, says there are “ongoing discussions” about adopting The Mark symbol in the UK.

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