Holsten Pils

Andy Lear and Jeremy Paul

Rebranding campaign for Holsten Pils lager, targeting male drinkers. Media used: TV, packs, ambient media.
Agency: TBWA and MediavestAuthors: Andy Lear and Jeremy Paul

Holsten Pils

Holsten kick-starts a million conversations

Introduction

This is the story of a once-great brand, of a brand that needed to feel great again. It's also the story of how following good planning practice doesn't guarantee great work or distinctive media. And how the key to an insight sometimes comes from something as simple as watching people talking.

In the mid-80s, Holsten Pils was the number one bottled lager in the UK. Every second bottle of lager sold in a UK pub was a bottle of...

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