Grolsch Lager

TV, Print and Digital

When Anheuser-Busch decided Grolsch needed an official brand launch in the U.S., there was an opportunity to create a whole new identity for the Dutch lager stateside drinkers knew little about. Playing off the decadent vibe of the ornate bottle and signature swingtop, a concept called "jazz noir" was born. The dramatic ambience debuted as part of a print campaign, celebrating Rolling Stone's 40th anniversary. It was supported by a TV campaign that included more overt nods to the jazz influence, culminating with a spot that used a jazz combo and beatnik inflections to communicate greater depth about Grolsch heritage and craftsmanship.

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Complementing the print and television brand campaign, the "Grolsch Gardens" website provided an immersive experience with the "jazz noir" concept. A point-and-click adventure game that leveraged the "noir" component, site visitors were dropped into a riff on the classic movie Rear Window and invited to solve a mystery. The experience included video cut scenes with real actors, as well as a 3D animation sequence.