Grolsch is istaking a claim in comedy; an area I suspect will start to see more brand activity in 2008. Grolsch has signed a £3m deal to sponsor Channel 4’s primetime original comedy programming, with planned activity across online and viral. Would be good to see experiential included as well.
“Through this unique link up with Channel 4, we will continue to deliver engaging and entertaining communication that has become synonymous with the original Dutch attitude of Grolsch,” said brand development director David Griffiths.