Grimbergen beer, known for the stately gold phoenix on its label, is a unique drink with a long history. The Gimbergen beer dates 900 years ago and originates from Grimbergen Abbey, a little village just north of Brussels.
In 2008 the Carlsberg Group recognized the potential of highlighting Grimbergen’s unique beer story. It decided to take the beer to markets outside of Belgium by launching large-scale marketing campaigns to an international audience.
Whilst maintaining its historic legacy and unique heritage, Grimbergen wanted to transition into becoming a lifestyle brand by demonstrating that Grimbergen is more than a beer—it’s an experience.
Grimbergen had previously struggled to transition to a lifestyle brand due to budget, staffing and product logistics limitations. These limitations resulted in most of their previous marketing materials being created at localized shoots, indoors in living rooms and restaurant scenes.
To achieve this branding pivot, Grimbergen wanted to create content that expanded their consumption occasions to the outdoors. Grimbergen recognized that they would need an agile production team to deliver this diverse and cost-effective shoot.
With StudioNow’s creative network, quality local photographers and models were sourced. StudioNow also provided additional logistical support, identifying shoot locations and shipping of the products.
StudioNow created 167 content pieces for Grimbergen, featuring 4 different products across 3 different locations.
Grimbergen were extremely satisfied with the campaign’s outcome, reflecting that the process was not only ‘smooth and quick’ but that the StudioNow team were ‘highly flexible’ to their requests and saved them ‘large amounts of time on production’.
Rune Schlosser, Global Digital & Social Manager of Grimbergen, also commented that it was beneficial not to have to worry about ongoing media rights, such as those they’d previously encountered when working with models stating, “Even a small thing like having global rights from the get-go is a big relief and bonus.”
Grimbergen continues to work with StudioNow to expand upon their asset library, highlighting their portfolio of products across a multitude of locations.