Unconventional to the root is the message Grolsch is constantly trying to portray towards its audiences, composed of mainly young, urban creatives and creators. The more recent step the brand took in reinforcing its genuine nonconformity was to dabble into marketing and communication turf. Namely, the launch of a new packaging internationally was done in close collaboration with the people who'd be later drinking from it.
The process of designing the new Grolsch look was called operation Grolsch Greenhouse and involved no less than 18 creative people working together with agency as well as client representatives in an Amsterdam creative hub for about 4 weeks.
Together, they analyzed the opportunities the old packaging held for improvement, while also working on a number of other issues related to the city (lack of space, for example). So we're talking about a most unconventional brainstorming camp. The final graphic was done by Grolsch's packaging agency, but they based their take on the learnings collected in the Greenhouse.
Once done, the new Grolsch look was launched globally in stages, while supported through the "Unconventional by Tradition" campaign. Developed by lead agency Nomad, its main element was a short film showing four exponents of the Grolsch creative crowd while telling their tales of success following the road less traveled.
Ronald van Amerongen (Global Brand Director - Grolsch, SABMiller) touches all these subjects below:
Grolsch on the global market
Grolsch is a Dutch brand sold in more than 60 markets around the globe. The brand is established in 1615, and export to markets outside the Netherlands started “only” 50 years ago. Overlooking the Grolsch global footprint, the beer is mainly sold in Europe, USA, Canada and Australia.
Recently the brand has been launched in a couple of Latin America markets with a focus on cities that embed a creative scene.
People with an independent mindset are specifically attracted to Grolsch. They appreciate our brewers’ open-minded approach to brewing an optimal premium lager as well as Grolsch’ affinity with (urban) challenges that need a creative solution.
This affinity is well reflected by the brands collaborative way of working with urban creative people. A good example of that is The Grolsch Greenhouse.
The Grolsch Greenhouse
The idea arose from a vision that says: Grolsch is a brand created for and with urban creatives. As we noticed that our audience is in fact very creative, we believed that they and the Brand as well would benefit from working together on solutions for societal- and brand issues. The way of doing that – the Grolsch Greenhouse - was proposed by our Amsterdam based agency Nomads.
The Grolsch Greenhouse ran for a month. During that time we had set up a series of 8 sessions attended by urban creatives, agency creatives and Grolsch people.
As the main topic for the Greenhouse was to define the new direction for a new packaging graphic, the agencies involved were our lead agency (Nomads) and our packaging design agency.
In each session, 8 urban creatives were involved. Some of them were so enthusiastic about the set-up that they volunteered for more than one session.
In total, 18 urban creatives were involved.
We “recruited” them through Grolsch’ existing network in Amsterdam as well as through the location that was used for the Greenhouse. This location is a hub where creative people rent rooms and desks. So, in fact the Greenhouse location was their “living room”.
The actual design process
The Greenhouse sessions took in total 4 weeks. During the period we had several sessions. All were a mix of working on solutions regarding urban issues (e.g. lack of space, social coherence) and the Grolsch related issue (packaging design).
The sessions that focused most on the Grolsch issue started with an analysis on beer brands, brand iconography. Likes and dislikes were discussed. Then the existing (now old) Grolsch pack was assessed. What was liked, what not and why.
Based on that, small groups worked together on the look of a possible future Grolsch graphic. It was amazing to see how much similar thinking was happening in the various sessions.
Key learning was that the Grolsch brand truth - Two Hops and a Swingtop (wordplay on Grolsch' recipe and bottle - Ed) - was assessed as a great brand statement, though participants felt it was not clear enough communicated on the back.
Bases on that, it was not a surprise to see how many working teams celebrated this truth much more prominent on the new proposed pack.
All the learnings were taken on board with the brief that was the starting point for the agency that designed the final pack graphic.
Introducing the new packaging gradually
The timing of the launch has to do with retailer timings. These allow brands to change packaging only at certain pre-fixed moments of the year and differ per market.
Unconventional by Tradition
The campaign objective is to celebrate unconventional thinking as demonstrated by our consumers. Through the campaign Grolsch amplifies unconventional thinking, and hopes that this will inspire more consumers to be and think unconventional (because we believe it will make the world a little better).
The packaging features Grolsch’ unconventional thinking through celebrating the Two Hops and a Swingtop story. Moreover the clean and “cut the crap” design is a relief in the crowded world of beer packaging.
It will be in selected outdoor and on premise (hotel and catering industry)
Grolsch Canvas
Canvas is a permanent platform for celebrating unconventional thinking. Grolsch regularly runs collaborations with unconventional artists. Out latest collaborations are with Denham (jeans maker) and DUS (architects). We celebrate their unconventional take on their profession and skills.
Grolsch also sets up contests on Canvas for consumers challenging them to share their unconventional take on things (e.g. urban issues). They can submit on Canvas and their submissions are shared and celebrated with the wider audience.
