Grolsch appoints Iris to build brand globally

Grolsch appoints Iris to build brand globally

4 April 2022

Iris has been appointed as the global lead strategic and creative agency for beer brand Grolsch.

The agency will be tasked with reigniting the brand and asserting it as a global beer icon. Iris’ remit is fully integrated, spanning from ATL with brand strategy and TV, OOH and Radio, to BTL with social and experiential. 

The relationship has got off to a powerful start, with the agency quickly producing the first creative activation of  Grolsch’s new brand platform, Make it Real  for an announcement of the beer brand’s new partnership with the NME music awards. 

Wavemaker is handling the strategy and execution of UK media, which includes a 30-second spot for TV and YouTube, supported by a radio ad, Cinema ads, DOOH executions and display ads across Spotify.

Richard Ingram, Global Brands Director: “We are on a mission to demonstrate Grolsch is a beer icon across the globe and can think of no better agency to partner with on this journey. We were consistently impressed by the breadth and depth of Iris’ creative, strategic and executional capabilities at all stages of the pitch process. The post-pandemic landscape requires progressive thinking coupled with global creative agility – qualities that Iris demonstrated they have by the bucket load.” 

Matthew Gully, Managing Partner, Iris: “We’re delighted to be appointed as Grolsch’s global brand partner and to be part of the journey to re-establish such an iconic brand. We know that we have the right blend of strategic and creative fire power to help Grolsch cut through and participate meaningfully in culture and can’t wait to get going.”

The pitch was handled independently. 

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