Objective
To create a buzz dominating 17 of the most stylish bars in Edinburgh.
Strategy
A "Green Light District" was created around each bar to promote Grolsch's in-bar trade; staff kitted out in
Grolsch uniforms served Grolsch in each District.
Citylights, taxi supersides and interactive maps at bus shelters increased awareness of the Districts, giving routes
to the participating bars.
Atmospheric green candle-light, table service, and stylish menus and postcards completed customer experience in
each Green Light District.
Result
A 62% sales increase was generated during the campaign and remarkably in the following month an additional 5%
increase was registered.
“The overall feeling in Edinburgh has changed towards Grolsch and I think GLD has really helped this.
People are starting to ask for it and there is a much more positive vibe” (ADM Bar, Edinburgh).
Atmospheric green candle-light, table service, and stylish menus and postcards completed customer experience
in each Green Light District.
