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>GROLSCH POP ART CAMPAIGN
This campaign focused on securing celebrity endorsements
of Grolsch, while simultaneously positioning Grolsch as
a socially responsible and elite beverage. These targets
were realized through a Grolsch “Pop Art” eBay
auction. 5W Public Relations exploited the brands iconic
Swingtop bottle design to create a cause-marketing initiative
with the National Prostate Cancer Coalition involving the
most recognizable celebrity talent. 5W Public Relations
invited celebrities to hand-paint and autograph Grolsch
Swingtop bottles, which would then be auctioned off on eBay
for the charity.
Donald Trump, Woody Allen, Morgan Freeman, Carson Daly,
Jason Lee, Bernie Mac, Lil’ Kim, Charlie Rose and
a host of other big names hand-painted and autographed the
Grolsch Swingtops. “The Donald” naturally created
a frenzied bidding war. Woody Allen even conceded to giving
a rare interview to discuss Grolsch Pop Art.
The celebrity endorsement and media coverage in top-tier
outlets such as TV Guide and Playboy have helped spike Grolsch
Premium Lager’s sales, which are up nearly 25 percent
– making the brand the fastest growing imported European
lager in the United States
SEA GRILL TRUFFLE DINNER
Located in famed Rockefeller Center, The Sea Grill overlooks
the renowned skating rink in the winter months and Manhattan’s
coolest outdoor cocktail and dining destination, The Rink
Bar, in the summer.
As white truffle season approached, 5W Public Relations
proposed the idea of creating an extravagant tasting menu
at The Sea Grill surrounding this cherished seasonal delicacy
to garner high-profile exposure for the restaurant and to
increase brand awareness.
Chef Ed Brown compiled a menu of nine dishes that all included
a shaving of white truffles. This menu was given a $1000
price tag, a price that exemplified the rarity and elegance
of this culinary pleasure.
Through our media outreach, we received a ¾ page
placement in the Daily News, inclusion in a white truffle
round-up in Time Out New York and mentions on the websites
for New York Magazine and Zagat.
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