Content is
king
In 2007 Grolsch began to redefine their position in the global market. WHAM was invited in as the digital partner, working alongside their advertising agency to help establish a consistent brand experience worldwide. We delivered a website that both immersed and informed visitors of this fresh, exciting world, in line with the launch of the new global Grolsch approach.
The new look Grolsch site.The new strategy for communications focused on “true character” and “creativity”. True character highlighted the history behind Grolsch and the craftsmanship involved in creating its products.
This was wrapped up with an overtly creative and maverick take on brand communications, intended to resonate with their target market.
WHAM created “The Mark”, an RSS feed aggregator that gave users access to the best content on the web, curated by Grolsch. The site was very lightly branded, with emphasis on the content which was hand selected by “contributors” sourced for Grolsch.
Users were encouraged to personalise their profile page according to their interests. Selecting from various categories, they could tailor make their page to display content relevant to their passions. An additional feature was the option to follow like-minded contributors, from whom they could seek further inspiration.
Key to the success of The Mark was the ease of integrating local content. Once the site was live, we further transformed The Mark into a central digital port for local country sites. This involved consolidating brand information such as the history of Grolsch and the brewing process, resulting in a new grolsch.com.