Unconventional to the root is the message Grolsch is constantly trying to portray towards its audiences, composed of mainly young, urban creatives and creators. The more recent step the brand took in reinforcing its genuine nonconformity was to dabble into marketing and communication turf. Namely, the launch of a new packaging internationally was done in close collaboration with the people who'd be later drinking from it.
The process of designing the new Grolsch look was called operation Grolsch Greenhouse and involved no less than 18 creative people working together with agency as well as client representatives in an Amsterdam creative hub for about 4 weeks.
Together, they analyzed the opportunities the old packaging held for improvement, while also working on a number of other issues related to the city (lack of space, for example). So we're talking about a most unconventional brainstorming camp. The final graphic was done by Grolsch's packaging agency, but they based their take on the learnings collected in the Greenhouse.
Once done, the new Grolsch look was launched globally in stages, while supported through the "Unconventional by Tradition" campaign. Developed by lead agency Nomad, its main element was a short film showing four exponents of the Grolsch creative crowd while telling their tales of success following the road less traveled.
