Holsten's revitalisation plans for its Pils brand continue this year with a £15m support package featuring more TV advertising. The latest version of the It's the Daddy campaign went on air on Thursday and will be running for the next four weeks.
Marketing director Andrew Edge said the company was planning to buy 20% more airtime for the brand this year than in 2001.
He said: "The new campaign has been hugely successful since its launch last April and by introducing new versions we are confident it will continue to re-establish Holsten Pils."
He said the latest ACNielsen figures for last year showed the marketing push was paying off with volumes up 59%.
The latest ad features Ray Winstone deciding on top predators and features the end line Who is daddy of all bottled beers'.
The brewer is planning further advertising for key periods later in the year.
{{DRINKS }}
No comments yet