Holsten UK is unveiling a new advertising campaign for Holsten Pils to stimulate sales and generate increased brand visibility through to Christmas.

The campaign's central theme is the product quality of Holsten Pils, having been brewed to the same 16th Century German Purity Law using just three natural ingredients - water, barley malt and hops. The executions depict 400+-year-old fictional German characters going about the business of brewing Holsten Pils in a spritely and youthful manner within the modern Holsten brewery.

Using prosthetics made by the same team who produced those for Lord of the Rings, the executions communicate the centuries-old brewing integrity of Holsten Pils while, at the same time, incorporating a humorous and modern twist to ensure relevance to today's consumer.

A multi media campaign will be implemented to extend reach and includes national outdoor 96- and 48-sheet premium site posters in key urban areas that run from May to November in two week bursts. Press advertising in men's magazines - FHM, Maxim, Loaded, 4-4-2 and Esquire -  will run from June to December.

In a statement, Ben Peters, director of marketing at Holsten UK, said:  "Our new campaign clearly communicates … that Holsten Pils is a superior quality product because it is brewed to the 16th Century Purity Law. This new campaign underlines the core product benefits of natural ingredients, purity and authenticity. The different executions are impactful, arresting and compelling and embody the brand's communication ethos of 'substance over style'."

The campaign forms part of a £12m investment behind Holsten Pils this year.