Holsten UK unveiled the new look for its Pils and a £6m ad campaign this week.
As revealed in The Grocer (February 17, p55), the company is spending £15m revitalising the brand this year.
The centrepiece of this is a new TV campaign starring Ray Winstone and featuring the strapline It's the Daddy'. The ad will be screened on ITV, Sky, C4 and C5 throughout April, May and June, with a second burst scheduled for later in the year.
The repositioning of the brand including the new pack design is designed to make it appeal to 25 to 45 year old brand loyalists and attract 21 to 30-year-olds.
The support package includes branded sandwich bags, takeaway lids, kebab wrappers, the internet, floor media, outdoor, trucks, beer mats and urinals. Tailor-made promotional offers include buy one get one free deals.
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