Daddy's the word
01 June 2001
A £6 million "It's the Daddy" ad campaign starring Ray Winstone has kicked off for Holsten Pils, as part of its campaign to reposition the brand.
Following research, the brand is being targeted at 25 to 45 brand loyalists, as well as attracting new drinkers aged 21 to 30.
Results of the research revealed that consumers found the brand to be "distinctive" in terms of taste with a strong, malty flavour. The packaging has been redesigned in line with the repositioning.
Merchandising goods bearing the Holsten Pils logo are available include sandwich bags, takeaway lids, beer mats and glasses.
Holsten UK
