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Grolsch has launched its new global website, www.grolsch.com, to reflect the beer brand’s history of uncompromising character and creativity online.
The site has been developed collaboratively by The Bank and brand specialists WHAM.
Grolsch.com addresses the challenge of marrying a consumer brand website with a personalised creative content aggregator aimed at young web savvy urbanites without compromising the quality or integrity of either.
It does this through a unique structure and design that celebrates rather than tries to paper over the differences. This gives users a deeper engagement with the brand by allowing them to engage with its many facets on their own terms.
The Grolsch.com audience is made up of two groups: on one hand there are existing and potential customers and anyone with an interest in Grolsch or beer in general, the classic audience for a brand website. On the other hand, web savvy, opinion forming, creative urban males (25-35 year olds) who represent the values that Grolsch embodies and want to inspire.
True to Grolsch’s 400 year history of uncompromising character and creativity, the site takes an idiosyncratic approach to delivering relevant content to its audience.
It allows users to switch at will between two aspects of the site. One side of the site shows Grolsch’s character and heritage through punchy video and high resolution 3D renders of the iconic Swingtop bottle and glass. The other is inspirational content from the web chosen by Grolsch and its creative partners that users can tailor to their own taste.
A bar and event finder means that consumers always know the coolest places and happenings around the world to enjoy their favourite drink.
The Bank is responsible for the creative strategy and concept of the website.
Lex de Wynter, Digital Director said:
“Rather than try to shoehorn two different user experiences into one global presence, we followed Grolsch’s lead of doing things differently. We created a site with two distinct modes where the diverse content types can co-exist and thrive off each other and the user can switch between them at the click of a button. It is a chance for the brand to demonstrate its commitment to craftsmanship and for the consumer to be inspired by real people who live and breathe creativity.”