Heineken shows its Continental roots with new ad campaign

Heineken is putting its Continental roots

at the heart of a campaign that includes

the roll-out of a new dispense system for the beer.

The brewer wants to reinforce its imported status with a £20.3m investment this year, which will include a £8.8m TV drive.

A new font that delivers a pint as it is served on the Continent - with a two-finger width head - will be going into around 400 outlets between now and the end of the year, accompanied by a range of glasses.

According to Heineken, lager with a head tastes fresher and more flavoursome because it stops the aroma created by the hops in the brewing process from evaporating.

This message will be emphasised through TV advertising, which will "challenge British attitudes".

Set in an upmarket restaurant on the Continent, the commercial shows a squeamish Brit who can't face up to how the live lobster he orders is going to be cooked.

But the waiter gives him a pint of Heineken and advises him to "use his Continental head". The diner imagines the lobster has done him a terrible wrong and he pictures the crustacean in a compromising position with his wife, after which he soon changes his mind.

The ad finishes with the new strapline "Heineken. Premium Continental Bier".

Cinema and outdoor poster advertising is also planned for the summer.

Heineken customer marketing controller Chris Duffy said: "As an industry we must develop and innovate, to connect and re-engage with consumers.

"Through this advertising campaign, people will start to appreciate that a Continental head will give them a better quality beer.

"This strategy emphasises the level of commitment we have to driving Heineken. We are determined to see it succeed."