Holsten UK unveiled the new look for its Pils and a £6m ad campaign this week. As revealed in The Grocer (February 17, p55), the company is spending £15m revitalising the brand this year. The centrepiece of this is a new TV campaign starring Ray Winstone and featuring the strapline It's the Daddy'. The ad will be screened on ITV, Sky, C4 and C5 throughout April, May and June, with a second burst scheduled for later in the year. The repositioning of the brand ­ including the new pack design ­ is designed to make it appeal to 25 to 45 year old brand loyalists and attract 21 to 30-year-olds. The support package includes branded sandwich bags, takeaway lids, kebab wrappers, the internet, floor media, outdoor, trucks, beer mats and urinals. Tailor-made promotional offers include buy one get one free deals. {{DRINKS }}