Holsten is forging ahead with its advertising plans as its new owner Carlsberg continues to plot the brand’s future in the UK.

A fresh push behind the German beer kicks off today as part of a £12m investment this year. The campaign focuses on Germany’s strict purity rules that govern the brewing process by which Holsten is made. Emphasising the “product truth” with a touch of humour, the poster and press executions feature two 400-year-old fictional German characters brewing Holsten Pils at the modern Holsten brewery.

Running until November, the ads will appear on outdoor poster sites, in men’s lifestyle magazines and on the London Underground. Ben Peters, director of marketing at Holsten UK, said: “Our new campaign communicates the key brand truth, that Holsten Pils is of superior quality because it is brewed to the 16th century Purity Law.”