Grolsch - Grolsch delivers results

In 2004, in the Canadian market, beer brand Grolsch had reached crisis point. It was increasing its price, losing distribution, and losing market share to bigger brands with bigger budgets.
Agency: Doug Agency Inc.

Grolsch – Grolsch delivers results

Winner: Off to a Good Start - Bronze

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): January 2005–December 2005*

Start of Advertising/Communication Effort: May 3, 2005

Base Period for Comparison: Calendar 2004

Internationally, Grolsch is known for its smooth, distinctive taste, superior quality, and iconic swing-top bottle. It has been available for more than a decade in many retail and licensed locations across Canada. However, 2004 presented a crisis for the brand. Equity and awareness, driven only by word-of-mouth and sales effort, plateaued. Meanwhile, Grolsch was taking a price increase, losing distribution,...

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