Holsten Launches Cross-Media Ad Campaign
Holsten Pils is launching a £16 million marketing campaign, incorporating outdoor posters, press advertising and special build outdoor sites across the UK.
The press ad campaign for the beer, which will feature the strapline, “It’s What’s Inside that Counts”, will run across FHM, Loaded, Maxim, Q and Four Four Two from August to December.
The campaign will use 96 and 48 sheet posters in key urban areas, targeting an audience with an average age of 31. The overall campaign is expected to reach 40% of men over the age of 18 nationally, and 69% in key urban areas, exposing approximately 22 million men to 133.5 million total impacts.
Commenting on the campaign, Ben Peters, director of marketing at Holsten UK Ltd, said: “The new campaign combines a mixture of intelligence and humour. It is deliberately provocative to promote a re-appraisal of Holsten Pils and get the brand noticed. We are delighted with the creative executions, which have been developed by TBWA and once again set the tone for Holsten Pils in generating groundbreaking advertising.”
He continued: “We decided to use the medium of poster and press to emphasise the brand’s scale and because consumers are now spending 70% of their waking hours out of home. We need to target our consumers in a mainstream environment, for which outdoor is ideal. The campaign signals a permanent presence for Holsten Pils in advertising up to Christmas and will generate high levels of interest in the brand among the mainstream PPL drinkers leading to greater sales.”
According to Nielsen Media Research, only 35% of the top 200 advertisers used outdoor in 1991 but by 2002 this figure had risen to 94%.
The advertising of drink has been in focus recently following the British Medical Association’s calls for a complete ban on alcohol-related marketing in an attempt to combat the rising levels of binge boozing among young people (see Call For Ban On Alcohol Advertising Meets Stiff Opposition).
TBWA: www.tbwa.com
Recent Outdoor Stories from NewsLine Maiden Secures £20m Outdoor Contract For Manchester Viacom Outdoor To Capitalise On International Sales Alban Launches UK’s Second Largest Outdoor Buying Point
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left