When you hear the 'plop', it just clicks.
The Twentse value of ‘naoberschap’ (good neighbourship) is part of the Grolsch DNA. This value revolves around connecting people in a meaningful way, by making time for one another and spending it in a meaningful way. We placed that at the heart of the famous beer brand’s new positioning.
The new video showcases how we do it. Not by vilifying the things that keep us from the people around us or by telling a long story about togetherness. Instead, we used the iconic plop-sound, their most distinctive brand asset, as the cue that tells us: it’s time for each other, it’s time for Grolsch. It’s a sound we all recognise, and with that shared recognition, a sound that brings us together.