Pils revamp aims to boost flagging lager category
Holsten (UK) is set to shake-up the struggling premium packaged lager (PPL) category with a major relaunch of Holsten Pils.
A marketing push aimed at repositioning the brand as a premium, authentic and "down to earth" lager will be spearheaded by a newly designed bottle and high-profile TV advertising campaign featuring Ray Winstone.
The British actor, best known for his roles in Fanny and Elvis, Nil By Mouth, Sexy Beast and Love, Honour and Obey, has replaced the Fast Show's "Suits you Sir" duo and will star in three "It's the Daddy" advertisements for the German lager brand.
Andy Edge, marketing director at Holsten, said: "The new ad campaign will put Holsten Pils firmly back on the map within the bottled lager market, by drawing on the heritage that is intrinsic to the brand and its reputation as the authentic bottled lager.
"The campaign positions Holsten Pils as a leading UK bottled lager while ensuring the legacy of 20 years of memorable Holsten advertising is not only maintained but surpassed."
It is also hoped that Holsten Pils' fresh look will not only reinvigorate the brand but also provide renewed interest in a PPL category that has suffered badly at the hands of the increasingly popular premium packaged spirits like Bacardi Breezer and Smirnoff Ice.
Although the new-look bottle has been given a new "premium and quality appearance", it has retained references to its German heritage as well as the well-known yellow and green livery.
Mr Edge added: "The increased visibility of Holsten Pils on TV, combined with the new packaging, will ensure a massive boost to brand awareness, which in turn will lead to a dramatic impact on rate of sale of Holsten Pils.
"We believe the repositioning, new packaging and below-the-line support for Holsten Pils will continue the revival of the brand to position it firmly at the forefront of the premium packaged lager market, as well as boosting the PPL category as a whole."
Holsten Pils, recently positioned in the top 30 brands in The Publican Newspaper Brands Report 2001, currently has a 12 per cent stake of the UK on-trade PPL market and dominates the Pils market with more than an 80 per cent share.