UK: Grolsch continues comedy sponsorship

By just-drinks.com editorial team | 15 July 2008

Dutch lager brand Grolsch has launched a new series of TV ads that continues its current sponsorship of Channel Four Original Comedy.

The latest batch of ads are the second in the current series, supporting the launch of the brewer's latest addition to its portfolio, Grolsch Blond, available in the on-trade.

Laura Burgoyne, Grolsch, UK senior brand manager, said: "It's no coincidence that we're launching Blond to coincide with long summer nights and outdoor drinking, so it made sense that the idents reflected this spirit of the summer. We've developed our creative concept to focus on the lighter side of Dutch style drinking, whilst retaining Grolsch's trademark comedy twist to compliment our Channel Four sponsorship."

The new ads have extended the current creative of two laid-back Dutchmen on a grass-topped barge in Amsterdam, but with a lighter twist.

They will be shown on Channel Four around all original comedy programmes.

Sectors: Beer & cider

Companies: Grolsch