Grolsch backed by £13m campaign
Molson Coors UK is putting £13 million behind a marketing campaign for Grolsch which gets underway on October 5.
The brand's swingtop bottled will appear in a heavyweight poster, press and online campaign with the strapline "Taste. Amplified." The ads are targeted at men aged 25 to 34.
The campaign is being supported by a range of activity including consumer sampling and staff incentives.
Brand director Dave Griffiths said: "The campaign allows Grolsch the opportunity to work with customers to enrich the drinker experience in their outlets.
"By bringing Dutch style continental drinking to life we are creating new opportunities for customers to differentiate and add value to their service offering."