SAB Miller acquired Grolsch as part of their global portfolio to take on market leader
Heineken. Our brief was to develop a brand campaign making it the more characterful choice than its Dutch counterpart.

We created Choose Interesting, a brand campaign designed to break habitual consumer behaviour by asking them to pause and consider their options and ultimately, making the most interesting one available. The campaign was inspired by
Grolsh’s 500-year history of doing things differently; from its two hop recipe to its unique swingtop bottle.
‘Choose Interesting’ was the first ever campaign end line, to be adopted by all markets under the SAB Global Brands banner. It ran in South Africa, Poland, Russia, Canada and the United States.

Introductory executions
Lifestyle executions
Product executions
Back to Top