Holsten Pils hopes to bring men back to less sugary lager

Holsten Pils is reminding consumers that "It's what's inside that counts " in a bid to halt a drift to rival brands.

TBWA\London produced the press campaign, which breaks on Wednesday and will run in the national press and men's style magazines until the end of the year.

The initiative is part of a bid to stop a decline in sales for Holsten Pils, a subsidiary of Germany's largest brewery, Holsten-Brauerei. Drinkers are turning to lagers with a higher sugar content.

MediaVest is handling media for the activity aimed at convincing 25- to 35-year-old men that although they may buy beer for all sorts of reasons, Holsten Pils stands out as a quality product.

One ad shows a handsome man nuzzling the neck of his girlfriend who displays spectacularly large gums when she smiles.

The spots were written by Paula Marcantonio, art directed by Tony McTear and photographed by Alan Mahon.

Ben Peters, the Holsten UK marketing director, said: "The work delivers intelligent humour in a contemporary and impactful style that resonates with our core audience."