Challenge: Make canned Grolsch top of mind whenever people crave a cold beer.

Solution: We did this by tackling a well known problem: canned beer becomes warm in the summer if you take it outside. We introduced the Grolsch Cool Service. At the Cool Service, people could exchange the warm beer can for a cold one, for free. The Cool Service, built up out of refrigerators, travelled all around the Netherlands and went to several summer festivals. It not only made sure people could enjoy a cold can of Grolsch wherever they are, it was also a moving ad vehicle that emphasized that Grolsch does everything within its power to serve the best quality beer in the country: a cold Grolsch.Results: A lot of publicity. On weblogs, in newspapers and on the radio. As a result, at the Lowlands pop festival alone, more than 33,000 cans of beer were exchanged.