Challenging negative stereotypes is the theme of a marketing campaign for Holsten Pils.
The lager brand will be urging consumers to look beyond their initial assumptions as it moves to communicate that it is the beer's quality ­ not its image ­ that makes it a premium drink.
Four different creatives will appear on sites across the country from August through to December. They carry the strapline It's what's inside that counts'.
The campaign, which is part of a £16m budget for Holsten this year, will also run in male lifestyle magazines.
Ben Peters, director of marketing at Holsten UK, said: "The campaign is deliberately provocative to promote a reappraisal of Holsten Pils and get the brand noticed."