Grolsch hopes to get back into the thoughts of lager drinkers through a new promotion giving away branded pint glasses.
The beer, which slipped out of the top five best selling lagers in The Grocer’s recent Top Products Survey (December 11, 2004), is inviting digital TV viewers watching the Grolsch ‘Aliens’ advert to press the red button on their remote control to claim a free glass.
A total of 15,000 glasses will be handed out during the
promotion, which began yesterday (Friday, January 7) and is running across ITV, Channel 4, Five and Sky. Andy Cray, brand director for Grolsch UK, said: “This is the first time Grolsch has taken part in an interactive TV campaign in this way. We are paying for postage and packaging costs and we believe this is the first promotion to be carried out by a drinks brand that provides the consumer with a completely free item.
“We will aim to have over one million Grolsch pint glasses in consumers’ homes over the next 18 months,” he added.