The beer brand Grolsch has decided to invest more in 2005 in new media communication. They will focus on online marketing and mobile channels to create an active relationship with their customers. As Nicola Young, head of relationship marketing at Coors (the brand owner) explains on New Media Age:“TV ads are fantastic for general awareness but they’re very passive. Online enables us to form a direct relationship with the consumer but at the same time gives the consumer control over the interaction.”
Grolsch’s UK web site currently features an advertainment approach, and aims to engage users with advergames and competitions (now it’s giving away a week-end in A’dam). Coors’ agency is Leith, a firm voted Scottish Agency of the Year five years running. The agency has been recently sold to Cello, a newly incorporated marketing services group (read more about it on Scotsman.com).