Grolsch Marks a 400 Year Anniversary with a Beer Celebration Installation
Laura McQuarrie — April 2, 2015 — Lifestyle
References: graffitilife & brandingmagazine
In order to mark its 400th anniversary with a fitting beer celebration, Grolsch got the artistic collective Graffiti Lite to create a dynamic street installation. Celebrating the originality that can be found in its swing-top packaging and formula, the brand's installation featured 400 bottles set atop a mural of the iconic Grolsch bottle. Although it won't be obvious to people passing by, it's also worth noting that the installation was meticulously assembled in exactly 400 minutes.
As well as marking 400 years of uniqueness with this novel piece of street art, the brand is also commemorating with special edition anniversary beer packs with designs from over 400 artists. Aside from catching the eyes of consumers who can appreciate a bottled brew, this initiative also speaks to those who value artful authenticity.
As well as marking 400 years of uniqueness with this novel piece of street art, the brand is also commemorating with special edition anniversary beer packs with designs from over 400 artists. Aside from catching the eyes of consumers who can appreciate a bottled brew, this initiative also speaks to those who value artful authenticity.
Trend Themes
1. Artful Brand Celebrations - Creating interactive art installations to celebrate brand milestones presents an opportunity for brands to engage with their consumers and highlight their originality.
2. Limited Edition Artist Collectibles - Partnering with artists to create unique and collectible designs for limited edition products can appeal to consumers who appreciate artful authenticity.
3. Dynamic Mural Installations - Using products as the medium for murals, whether in a street art or product packaging context, can create a memorable and visually engaging experience for consumers.
Industry Implications
1. Alcohol - Alcohol brands can celebrate milestones and create limited edition products that showcase their originality and cultural significance through partnerships with artists and interactive installations.
2. Art - Art collectibles and interactive street installations can be designed and showcased by artists and art collectives for brands as part of their brand celebrations or promotions.
3. Packaging - Product packaging can be used as a canvas for dynamic murals or limited edition designs in partnership with artists as a way for brands to create a memorable consumer experience and promote brand authenticity.
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