Carlsberg UK is launching its first above-the-line campaign for Holsten Pils since acquiring the brand in July 2004.
It builds on memorable advertising of previous years, which included TV campaigns featuring Griff Rhys Jones, Jeff Goldblum and Ray Winstone.
The strapline will be ‘The Bottle to be Different’ and there will be three executions: a crash test dummy escaping through a window; a table football figure heading the ball; and a garden gnome relaxing on a lilo.
Darren Britton, brands director for Holsten, said: “Not only does this reflect Holsten Pils’ distinctive taste, it also reaches out to consumers who have chosen that distinctive taste - who have ‘the bottle to be different’ themselves.”
The £1m campaign appears in the nationals this month and from November 7 on posters in London and the South East.

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