DESIGN INNOVATION

Ronald van Amerongen, global brand director for Grolsch, says, "The campaign is about harnessing the power of symbols to intrigue consumers and convey Grolsch's maverick character. The integration of "The Mark" into our already distinctive packaging is a critical part of the positioning."

Hans Muysson, Anthem group managing director for Europe, says, "'Untraditional since 1615' has been Grolsch's progressive authenticity and strategy. It's exciting to be a part of this global journey as Grolsch defines and differentiates the next generation of this icon. With the brand's heritage, it is only fitting that these non-conformist ideals have been harnessed in this new positioning as a charismatic maverick."