Grolsch given £5m ad boost

Coors is pumping more than £5m into a new TV marketing campaign for its premium lager brand Grolsch.

Dutchman Ronald Topp returns as the central character of the latest "Never Rushed" advert where he comes face to face with the grim reaper, who is all set to whisk him off to the afterlife.

But Ronald manages to convince the reaper that he is not ready to die yet as there are still many things he would like to do, such as swim with dolphins and see Holland win the football world cup. Soon the pair are enjoying a Grolsch and as they leave a club, they see an old rich guy and his newly wed young bride. That is when Ronald utters to his new friend: "Ah well. No rest for the wicked."

The ad forms part of Grolsch's £14m annual marketing support campaign. Brand director Andy Cray said: "Our Never Rushed' advertising campaign has been extremely successful in recent years, building excellent brand awareness." The ad, airing from next month, will be released in bursts throughout the year. It is expected that 90% of Grolsch's target audience will have nearly 10 opportunities to see it.