Holsten Pils is set to launch a new advertising campaign, drawing attention to its brewing traditions, as part of a £12m investment in the brand over the course of 2004. The adverts will feature two Germans, supposedly aged around 400, going about their business in the Holsten brewery, in an attempt to highlight the lager’s adherence to 16th century German purity laws. A poster campaign will run in two-week bursts from May to November, with an accompanying press campaign running from June until December in male-oriented magazines such as FHM, Esquire and Loaded. Ben Peters, Holsten UK's director of marketing, said: "Our new campaign clearly communicates the key brand truth, that Holsten Pils is a superior quality product when it is brewed to the 16th century purity law."

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