For the first time South African Breweries has entrusted TLC to promote its premium international lager brand Grolsch, to South African consumers. Having become the title sponsor of Cinema Nouveau, Grolsch’s national washroom campaign aims to create brand awareness amongst the high number of upper LSM cinema-goers who traverse the environments on a monthly basis.

According to TLC, as Grolsch is a global supporter of contemporary art and design, the sponsorship deal with Cinema Nouveau made perfect sense. Grolsch will leverage TLC’s washroom holding in the cinemas to grow the Grolsch brand awareness to entertainment-seeking consumers.
TLC’s Brett Tucker comments, “Using super-sized mirror decals and mirror media until the end of April, we have no doubt that Grolsch brand awareness will be impactfully driven to consumers. The bright green creative certainly brings a fresh and eye-catching change to the whole environment.”

The Primedia Unlimited owned washroom company believes that Grolsch’s target market of mature sophisticated beer drinkers in the high LSM categories perfectly fits the profile of consumers who frequent cinemas. “Our elegant digital mirrors in these thriving environments are a sure fire way to catch the eye, and appeal to these high end consumers,” concludes Tucker.

Issued on behalf of:                         TLC                     
                                                       Brett Tucker
                                                       T: +27 11 562 6666

Prepared by:                                   Owlhurst Communications
                                                       Charlene Dennis
                                                       Account Director