New campaign for Grolsch Blond

Coors has launched a new TV ident for Grolsch Blond as part of its sponsorship of Channel 4 Original Comedy.

Grolsch Blond is currently exclusively available in the on-trade and is a 4% abv continental lager.

The new idents have extended the current creative of two laid-back Dutchmen on a grass-topped barge in Amsterdam, but with a lighter twist.

Contrasting with the existing idents set amongst night time in Amsterdam, the new idents bring to life the bright and vibrant characteristics of daytime Amsterdam - engaging in a number of quirky interactions with Amsterdam and its inhabitants.

"It's no coincidence that we're launching Blond to coincide with long summer nights and outdoor drinking, so it made sense that the idents reflected this spirit of the summer," said Grolsch senior brand manager Laura Burgoyne.

"We've developed our creative concept to focus on the lighter side of Dutch style drinking, whilst retaining Grolsch's trademark comedy twist to compliment our Channel 4 sponsorship."