Grolsch Created a Unique Poster Set with Lemon Juice on Paper
Laura McQuarrie — May 23, 2017 — Marketing
References: adsoftheworld
To promote Grolsch 0.0% Radler as a refreshing non-alcoholic beer beverage and a satisfying alternative to soda, Grolsh launched a unique set of posters with lemon juice on paper.
As the alcohol-free beverage is made with water, yeast, malt and hops that are combined with real lemon juice, Grolsch decided to highlight this key feature with a standout print campaign—Grolsch worked with Fitzroy on creating posters made with real lemon juice. Since lemon juice can be used to make invisible ink drawings or messages on paper, the process called for the posters to be ironed to make the contents visible.
Many artists, designers and creators around the world are now exploring the use of alternative printing inks, such as ones made with city pollutants, algae, insects or even fresh fruits and vegetables.
As the alcohol-free beverage is made with water, yeast, malt and hops that are combined with real lemon juice, Grolsch decided to highlight this key feature with a standout print campaign—Grolsch worked with Fitzroy on creating posters made with real lemon juice. Since lemon juice can be used to make invisible ink drawings or messages on paper, the process called for the posters to be ironed to make the contents visible.
Many artists, designers and creators around the world are now exploring the use of alternative printing inks, such as ones made with city pollutants, algae, insects or even fresh fruits and vegetables.
Trend Themes
1. Alternative Printing Inks - The use of alternative printing inks, such as city pollutants, algae, insects, and fresh fruits and vegetables, is gaining popularity among artists and designers.
2. Invisible Ink - Invisible ink, like lemon juice, is being creatively utilized by brands to create unique print campaigns and promotions.
3. Non-alcoholic Beverages - The rise of non-alcoholic beverages is leading to innovative marketing strategies, such as using invisible ink posters to promote their unique features.
Industry Implications
1. Advertising and Marketing - The advertising and marketing industry can explore the use of alternative printing inks and invisible ink techniques to create unique and attention-grabbing campaigns.
2. Printing and Publishing - The printing and publishing industry can adapt to the growing demand for alternative printing inks and techniques to expand their offerings and cater to evolving consumer preferences.
3. Non-alcoholic Beverage - The non-alcoholic beverage industry can capitalize on creative marketing strategies, such as invisible ink posters, to promote their products as refreshing alternatives to traditional alcoholic beverages.
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