In the Netherlands, Heineken is the biggest seller of beer cans. Grolsch wanted to attack its biggest competitor. Therefore, we created a campaign based on a true insight: when in summertime people go out to enjoy the nice weather with friends and beer they face a problem: how do you keep your can of beer cool? This summer, Grolsch came up with the solution. Via different means we offered solutions that kept your can of Grolsch cool. So that one could always enjoy a perfect Grolsch.

First we developed a Cool Indicator on the can itself. The Cool Indicator showed the temperature of the beer. So one could see when it was the right temperature to drink.Then we put Cool Tips on every six-pack. These tips helped people to keep their cans of beer cool.

When people bought a six-pack in a store, they received a Cool Bag that helped keep their beers cool.

We created a Cool Alarm (a social network/SMS/iPhone application) that people could download at the Grolsch website. The Cool Alarm warned you when the weather would be nice, so you could put your beers in the fridge in time.

And we created the Cool Service. At this car (made out of refrigerators) people could swap their warm can of beer for a cold one. For free. The Cool Service visited beaches, parks and festivals.

A lot of media paid attention to the so-called Cool Attack by Grolsch. We gained over €200,000 worth of free media. The market share of Grolsch in cans grew from 8% to 10%. The Cool Service was photographed by a many, many people and at the Lowlands Festival alone, people swopped over 33,000 cans of beer. And last but not least, people could enjoy a cold can of beer all the time, even when they’re enjoying it outside in the warm weather.