The Dutch lager brand is kicking off its global "Celebrating 400 years of Originality" campaign in the UK with wide-ranging activity that will include digital, outdoor and social.
As part of the work it has commissioned artists to produce 400 pieces of art that redesign the Grolsch bottle, pinned around the "brand essence" of originality.
The bottles will appear on limited edition packs and a full display of the artwork will be revealed in an online showcase during the brand's "official birthday" in May.
On 9 March it will unveil a street art installation in Shoreditch as part of the activity.
An experiential campaign will also be rolled out from 10 March across London, Birmingham, and Manchester. Consumers will be able to create their own portrait using visual effects, which can be printed or shared on social media.
Hundreds of consumer's portraits will be projected on to giant billboard at London Waterloo station, which will be pulled together to form a giant Grolsch swing-top bottle.
"Grolsch was founded on innovation and originality; shown in its iconic swing top bottle, and its distinctive bold, but perfectly balanced taste," said Ali Pickering, portfolio brand director at Molson Coors.
"We wanted to mark the anniversary by honouring the original spirit which has been key to our success [and] this campaign champions the individuals who just like Grolsch are trying innovative ways to create original products."
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