Creative Agency: CARTILS
Location: The Netherlands
Project type: Produced, Commercial work
A New Global Bottle For Grolsch
Grolsch is one of the four global brands in the portfolio of SABMiller, in origin Dutch and represented in 60 countries worldwide. The new bottle needed to be in line with Grolsch’s true character. CARTILS with its expertise in branding and packaging design, developed a strong differentiating bottle for Grolsch which aims to become the most accessible variant of the range in price and design.
Grolsch is especially known for its iconic bottle, the Swingtop, which in many markets drives the brand image. To ensure a perfect alignment of the range, the new bottle was inspired by the Swingtop bottle shape. The redesign of the bottle is now seen as the brother of the Swingtop and not as a distant relative. It possesses the same brand positioning, by reflecting the same brand image characteristics towards the consumers and achieving differentiation in its category.
The upper part of the bottle was inspired by the Swingtop, while enhancing the drinking pleasure for the consumers. The bolder neck and active shoulders communicate the robust character, confidence and pride of Grolsch. The three embossed grip lines and scoop on the body of the bottle, create a clear link to the Swingtop, and reinforce the tactile experience whenever holding the bottle.
The new Grolsch bottle is available in the international market and in the Dutch market as of November 2014.