After a short time spent without a dedicated advertising agency, Grolsch, the Dutch premium lager brand, has given its UK account to VCCP. Grolsch gave VCCP the business without a pitch, and the resulting campaign will air in 2015 to coincide with the beer's 400th anniversary. The beer, which is distributed by Molson Coors in the UK, last pitched in August 2013 and awarded the business to Karmarama, the independently owned London-based agency. Karmarama won the account after an intense four-way shoot-out, which also included the then incumbent agency, BMB (then known as Beattie McGuinness Bungay). Although BMB parted ways with Grolsch after the pitch, the brand continues to use the agency's “Big Bold” tagline to this day.
The brand gave VCCP the business without a pitch, and the resulting campaign will air in 2015 to coincide with the beer's 400th anniversary
When Karmarama were appointed, Sophie Erskine, the portfolio brand manager at Molson Coors, said the Grolsch brand was looking to head in a more digital and social media based direction, although did say they would still be relying on the occasional 'traditional' TV spot. Prior to Karmarama, Grolsch's digital activity was handled by LBi, but the relationship ended when the shop won the global Carlsberg digital brief in May 2013. Ali Pickering, the portfolio brand director at Molson Coors UK confirmed that “VCCP have been appointed as the new advertising agency for Grolsch Premium Lager” as they “Look to celebrate the 400th anniversary of the brand in 2015 with a through-the-line campaign."
Though VCCP will take care of all the brand's above-the-line work, Karmarama will be continuing to create digital and social campaigns for Grolsch, and the beer brand's integrated agency, The Bank, has not been affected by the pitch. It should be worth noting that VCCP also handles advertising for Coors Light, another Molson Coors brand, Their TV ads, which feature action star Jean-Claude Van Damme, have been something of a minor viral hit, and undoubtedly helped them net the Grolsch account. VCCP also worked with Molson Coors on the Carling account, but Creature London picked up that work in February 2013.
101 London beat VCCP, Creature, and Adam & Eve/DDB, and will be creating an integrated campaign for the brand that will run in 2015
In related news, VCCP recently lost out on a competitive pitch for Tango, the Britvic drinks brand. 101 London beat VCCP, Creature, and Adam & Eve/DDB, and will be creating an integrated campaign for the brand that will run in 2015. BBH were the incumbent agency and will continue to work with other Britvic brands such as Robinsons and J20. Phil Rumbol, one of the agency's founding partners called the appointment a “Once in a lifetime task,” thanks to the brand's enviable back catalogue of advertising, which includes the infamous “You've Been Tango'd” ads from the 90's. He says that despite this legacy, however, it's the “Britvic team’s energy and determination to produce outstanding communications that makes this a special moment.” He says the agency are “Flattered and delighted that they’ve chosen 101 to help them realise this opportunity."
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who is quite partial to the odd spot of Grolsch. He doesn't trust Tango though, anything that orange can't be good for your innards.