The latest marketing drive for 5% abv Heineken has been announced, focusing on the slogan "we believe in better" to emphasise the brand's premium content. New £8m television ads, running from March, continue the humourous theme of previous commercials. Its 330ml bottles feature the line "Imported 5%". Heineken, one official sponsor of the recent Rugby World Cup, will focus on its sponsorship of two major sports events: the Heineken Cup, which began earlier this month, and the Athens Olympics. The company said its sponsorship of the British team will boost brand recognition the 2000 Games were seen by 49million people in the UK. The Olympic rings will appear prominently on Heineken bottles. Heineken was relaunched as a premium lager nine months ago. Senior brand manager Gayle Harrison said the slogan "we believe in better" would help drinkers link the brand with its new premium content. "We need to build on the understanding that the brand has changed," she said. "The tag line is about wanting to drive quality above all." Next year will also see Heineken pushing its standard (4.1% abv) Amstel Bier, which has just secured a listing in All Bar One venues. The brand will sponsor next year's Big Chill Festival and the UEFA Champions League tournament. Heineken said Amstel, the third biggest-selling lager in Europe, would be targeted at drinkers looking for a "premium" image standard strength lager.