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your chance!
your chance!


by Ian Cocoran
March 4, 2002

Fancy a beer? Grab your clogs and head over to where the branding behind the bubbling brew is as cultured and sophisticated as the country from which it originates. is a clever little website. The punchy design of the homepage develops an instant association with the brand while the simplistic functionality and

logical web format does an excellent job of guiding visitors around each of the key site sections. Of the material on offer, the obligatory “about us” section not only includes details of the Grolsch range of products and brewing processes, but also contains a company profile, which actually details and quantifies Grolsch’s corporate objectives – very refreshing indeed.

Grolsch Elsewhere on the site, the “Goodies” section has all the screensavers, wallpapers, icons and wav files you need to start your own micro-brewery, but the real stars of the show are the “Virtual Swingtops” and “Game” pages, both of which are cracking examples of opportunistic branding.

At “Swingtops,” registered visitors to the site can earn points each time they initiate a download or place an order for goods. Once they have collected enough points, beer-swilling fans of the premium brew can stock up on Dutch courage by redeeming them for an item of choice. In the “Game” section, visitors are encouraged to direct their own movie and take control of everything from casting to costs in their endeavor to make that Hollywood blockbuster. At the end of each session (approximately 3-months), the winners stand a chance to receive anything from a director’s chair to a trip to LA.

While is unlikely to win any awards for technological flair, the company has certainly done enough to add value to the brand and improve the site hit-rate by using some innovative techniques. Indeed, although there is nothing new in loyalty schemes and customer retaining competitions, the fact that they’re both live and kicking on the web means that customers can get their daily dose of Grolsch without ever having to leave their PC.


Ian Cocoran is an Operations Director with one of the world's largest chemical distributors. He has an MBA in Marketing from the Buckinghamshire Business School and lives in Glasgow, Scotland, with his wife Kate and daughter Lucy.

*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
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