Grolsch will be on TV screens every week in 2008 through a pound;3m sponsorship of Channel 4’s Original Comedy programming.
It will be supported by an online and viral campaign, aimed at ensuring that Grolsch is front of mind with target consumers, speaking to 80% of 18-34 year olds.
Brand development director David Griffiths commented: “Through this unique link-up with Channel 4, we will continue to deliver engaging and entertaining communication that has become synonymous with the original Dutch attitude of Grolsch, reaching up to two million consumers each week.
“Royal Grolsch portfolio brand launches in the UK will drive growth in 2008, maintaining excitement within the category for drinkers.
“This sponsorship forms part of a total investment of pound;8m in Grolsch next year, which includes a full off-trade promotional support programme.”
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