Carlsberg UK is launching its first above-the-line campaign for Holsten Pils since acquiring the brand in July 2004.

The new campaign builds on the advertising of previous years, which included TV campaigns featuring Griff Rhys Jones, Jeff Goldblum and Ray Winstone.  The new £1m campaign will appear in national daily and Sunday newspapers and in a 48 sheet outdoor poster campaign in London & the South East.
 
"The strapline for the ads will be 'The Bottle to be Different'," said Darren Britton, brands director - ales & lagers, at Carlsberg UK. "Not only does this reflect the fact that Holsten Pils has a distinctive taste, it also reaches out to consumers who have chosen that distinctive taste - who have 'the bottle to be different' themselves."
 
There are three executions: one shows a room full of crash test dummies with one escaping through a window; the second a close-up of table football figures with one standing apart from the team, heading the ball, and, thirdly, a pond surrounded by garden gnomes fishing with one on the water relaxing on a lilo.  
 
The campaign breaks in The Sun, Mirror, Star, News of the World and Metro on 10 October with the posters appearing across London and the South East from 7 November.  The ads will run until the end of December.