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. It reads: "Brewed the same way since the days when the unplugged version was the only version."
Another ad features the headline, "First brewed when 'full bodied' wasn't merely an advertising cliche." The copy is underscored by the use of Rubens' "Venus at the Mirror," which focuses on the goddess' plump posterior.
Print executions, as well as an accompanying radio effort that depicts scenarios set in the 15th century, use the theme, "Master Dutch brewers since 1615."
The effort seeks to emphasize the beer's 382-year-old heritage and represents the brand's first significant media promotion in more than 10 years, said agency president Bob Hoffman.
Print ads break in early October in such publications as Rolling Stone, Outside, George, Spin and The Village Voice, among others. The radio buy will target pop stations with young-adult listeners.
Carat MBS is handling media placement for the campaign.
Gearon Hoffman picked up the Grolsch creative assignment earlier this year from The Seagram Beverage Co. in New York, which took over U.S. distribution of the brand from Grolsch a couple of years ago.
The Boston shop was awarded the account based on its work for Seagram's Devil Mountain microbrew, which was developed in tandem with longtime Gearon Hoffman client Boston Brewing Co., Hoffman said.