Holsten Pils is to steer clear of TV advertising for the rest of
this year, and instead will plough a budget of nearly pounds 6 million
into a radio, press and poster campaign by GGT.
The new work promotes the ’new lighter crisper Holsten Pils’ as ’an
easier way to change your life’ than some of the more drastic ideas
suggested by the ads.
Life-changing options mentioned in the copy range from having a sex
change to getting married to winning the Lottery. Lines include: ’Oh
look Daddy, you’re on the front of the News of the World’, ’I do’ and
’Let’s call him Sam Harold Ian Taylor’.
The ads, which will run until December, develop the poster campaign
which broke last September to announce the repackaging and reformulation
of Holsten Pils.
Media buying for the Scottish Courage brand is through the Media
Phil Plowman, the marketing director of Holsten UK, said: ’This year we
are getting the message across that Holsten Pils is new and
We began to communicate this at the end of last year, but we are now
emphasising that the taste has changed, not just the packaging.’
The ads were art directed by John Anderson and written by Michael
Trevor Beattie, the creative director of GGT, said: ’Holsten has become
such an institution that a change of formula is big news. We are
presenting a big idea to match the news. It might just change your
The US comedian, Denis Leary, the spokesman for Holsten Pils, is
expected to appear in a new TV campaign for the brand next year.