The message of the campaign was that Grolsch’s confident image mirrored that of the sophisticated night life areas of Edinburgh, and so deserved better distribution. Grolsch turned bus shelters into stylish interactive street furniture with maps and lighting. Black cabs and green gobo lighting created the intended atmosphere in the area.

A 62% sales increase was generated during the campaign and in the following month a 5% increase, over and above the original 62%.“The overall feeling in Edinburgh has changed towards Grolsch. People are starting to ask for it and there is a much more positive vibe” (ADM Bar, Edinburgh).