Scottish and Newcastle is spending pounds 7 million, nearly half its
annual marketing budget, on three new TV and cinema commercials for
Holsten Pils through GGT.
The ads, which will run through to late spring, are the third series in
the ‘get real’ campaign featuring the abrasive comedian, Denis Leary.
Breaking in the cinema on Friday and on television three days later, the
commercials are the first to follow the lager’s recent reformulation and
repackaging, which was backed by a poster and press campaign in
‘Stuff’ is a 40-second parody of the endless stream of ‘new’ products on
the supermarket shelves. It was written by Jonathan Budds and art
directed by Christine Jones.
‘Blarney’, also 40-seconds long, with a 60-second variant for the
cinema, pokes fun at the Irish heritage fad among rival beer brands. It
was written by Robert Saville and art directed by Jay Pond-Jones, as was
the ten-second ‘chemicals.’
The new series was directed by Frank Budgen at Paul Weiland Films, who
has been responsible for all ads in the campaign to date.
Grant Duncan, the managing director of GGT, said: ‘Despite the
reformulation, the brand remains the same.
‘We do try to change each series subtly. This one has some ad-lib
moments. It’s less structured and there’s a greater informality.’
Phil Plowman, the marketing director of Holsten UK, said: ‘It’s been a
big year for Holsten Pils. We’ve reformulated the liquid and changed the
packaging. It’s even more important to reinforce the essence of the
brand. These commercials do just that.’
Media is being handled by the Media Centre.