Grolsch - You can’t rush these things

Thea McGovern

Grolsch which is owned by the brewer, Coors, increased sales threefold in 2003 and turned a brand dismissed as a 1980s fad into a top ten premium lager in the UK.
Agency: The Leith AgencyAuthor: Thea McGovern

Grolsch – You Can't Rush these Things

INTRODUCTION

Irving Berlin once said, 'The toughest thing about success is that you've got to keep on being a success.' It's a feeling you come to share when you work on the Grolsch brand.

In 2003 we told the story of how successful brand-building advertising reinvigorated a brand that looked to have peaked in the early 1980s.

This paper brings the story of Grolsch's achievements up to date. It demonstrates how a series of significant changes to the advertising and media approach have further...

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