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Gearon Hoffman next month will relaunch Grolsch premium lager in the U.S. with a national print and radio campaign that positions the brew as a masterpiece.
Print ads incorporate works of art by painters Peter Paul Rubens, Vincent van Gogh and other Dutch masters. One execution features “The Lute Player,” painted in 1660 by Jean de Reyn. The body copy runs over a reprint of a satin-clad, moustachioed musician busily working the frets of his instrument.
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