Royal Grolsch N.V. - Llowlog: the First Massive Online Diary (Netherlands)

Grolsch required a new and innovative approach to increase sponsor awareness and brand involvement among a younger target group.

Royal Grolsch N.V. – Llowlog: the First Massive Online Diary (Netherlands)

Agency name: Initiative Netherlands Client name: Royal Grolsch N.V. Category: Sponsorship/Joint Effort/Tie-in


Grolsch is a Dutch brewer operating on all continents. In Holland they are the third largest beer brand after Heineken and Amstel with a market share of approximately 13%. Grolsch is a premium beer with a high profile image.

Beer consumption has been declining over the last decade especially amongst young adults. This group prefers 'new' alternative drinks such as Bacardi Breezer and all kinds of fancy cocktails. It is vital...

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