NEWS: GGT continues Holsten ‘get real’ drive

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.

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

September.



‘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.



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