Grolsch cheats grim reaper

The ad, which breaks on Friday, April 15, shows the Grim Reaper coming to whisk Ronald away to the afterlife.

THE LATEST TV advert in Grolsch’s £14 million marketing support campaign sees the Dutch beer brand’s Never Rushed hero, Ronald Topp, meet his maker. 

The ad, which breaks on Friday, April 15, shows the Grim Reaper coming to whisk Ronald away to the afterlife.  But Ronald is determined to enjoy his Grolsch first and soon the pair strike up a friendship over a cold beer from Ronald’s fridge, then go clubbing and on to a casino, and Ronald’s life is spared in the process.

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Andy Cray, brand director for Grolsch, comments, "We’ve also listened to feedback from the trade and consumers and made the whole atmosphere in this latest Ronald advert more sociable and even livelier."

The advert will be released in bursts throughout the year and it is expected that 90% of Grolsch’s target audience will have nearly 10 opportunities to see it.