There is value to show true character….Grolsch celebrate it with a new campaign.

 

In a world full of expectations, staying true to yourself is not always easy. With its new campaign “Proost op karakter” (“Cheers to characters”), Grolsch puts authenticity back in the spotlight—celebrating people who choose their own path.

 

An ode to authenticity

 

Social media, AI, ever-changing trends, other people’s opinions, and performance pressure all play a major role in this. Fortunately, there are still people who have their own view on life—who don’t follow the crowd. They know that life tastes better when you stay true to who you are. Because true enjoyment comes from doing things your own way.

 

At Grolsch we call them “true characters”. They are genuine, authentic, and have a healthy sense of self-irony. They perfectly reflect the brand’s DNA. For over 400 years, Grolsch has remained true to itself, with its own distinct approach to brewing.

That’s why the brand brews with two types of hops instead of one, creating a richer taste and more pronounced aroma; uses pure water from its own source, which can be tasted in every sip; and stays true to its iconic swing-top bottle, with its unmistakable “plop” sound.

 

“At Grolsch, we’ve always chosen our own path. By brewing in our own way, we create beers with character—and you can taste that in every sip. “Cheers to Character, sounds like Grolsch” (“Proost op karakter, klinkt als Grolsch”) is an ode to people who live by that same belief—because that’s exactly what Grolsch stands for.”
— Susan den Boer, Marketing & Strategy Director, Grolsch

 

A national campaign launch

 

In collaboration with Joe Public, Grolsch developed a new creative platform and campaign: “Proost op karakter, klinkt als Grolsch” (“Cheers to Character, sounds like Grolsch”). The campaign launches in the Netherlands on April 6 and will roll out across television, online video, social media, retail media, and cinema.

 

At a time when more and more campaigns are created using artificial intelligence, Grolsch deliberately chooses real stories from real people. The campaign includes a series of video portraits, captured by documentary filmmaker Heleen Declerq in collaboration with Joe Public Amsterdam.

 

The first TV commercial features master brewer Marc Janssen (Grolsch real master brewer), showing how he follows his own path and keeps going where others stop. This mindset is extended to social media through a series of stories featuring, among others, Justin Verkijk, Camiel Kesbeke, and Jimmie Boer. Together, they form the foundation of “De Grolsch Karakterproef” (“The Grolsch Character Test”): a platform that celebrates people who stay true to themselves (in collaboration with DEPT®.).

 

The campaign signs off with the pay-off: “Proost op karakter, klinkt als Grolsch” (“Cheers to character, sounds like Grolsch”)— accompanied by the brand’s iconic “plop” sound.

 

Driving relevance at key moments

 

The campaign is supported by additional activations, including “Alles voor koud”(“Anything for a cold one”, in collaboration with Megawatt). With this activation, Grolsch claims the domain of cold canned beer.

The brand builds relevance around key social moments, starting with King’s Day in Amsterdam, followed by other events. During these moments, everything revolves around enjoying a cold beer at the right temperature—because that’s when the true character of Grolsch beer comes to life!