It seems like beer brands keep investing more creativity in their advertising campaigns, making this industry highly competitive–one of these campaigns caught our attention. This year marks the 400th anniversary campaign of Dutch premium lager Grolsch, titled “Celebrating 400 years of originality.”

East London was selected as the destination for the campaign launch in a very unique and symbolic way. Ask yourself what is better than a nice cold bottle of beer? Well, how about 400 of Grolsch’s iconic Swingtop bottles hung on a huge master piece mural of that same signature bottle and all of them placed on the wall in an exact timing of 400 minutes! The artists behind this impressive installation, created by using various street art techniques including yarn-bombing, sticker art, paste ups, stencils, urban gardening and painting, are street art collective Graffiti Lite.

Seems like the Molson Coors-owned Dutch beer brand wants to celebrate their anniversary in style, with the campaign as original as the innovative way Grolsch beer is made, as well as the uniqueness of their bottle.

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“Grolsch is renowned for its individuality and this is something we wanted to pay tribute to during the 400th-year anniversary. We pride ourselves on our ability to offer beer drinkers a premium choice, whilst maintaining a unique and imaginative edge – whether that is through our distinctive beer or our unique Swingtop bottle”, said Ali Pickering, brand director portfolio at Molson Coors UK.

After such a launch we have to say we are eager to see a follow up of the world-wide campaign, which will include limited-edition 400-year anniversary packs of Grolsch featuring designs from 400 artists, celebratory point-of-sale merchandise in pubs, and a display of the full range of artwork on the brand’s birthday, May 11th. Stay tuned on social networks via #Grolsch400.