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Holsten Pilsener
Task
  • Holsten Pilsener is a traditional, northern German beer brand from Hamburg.
  • The fiercely competitive German beer market is shrinking. Price is increasingly the primary purchase criterion and own label/private label brands are gaining in importance.
  • In the eyes of young consumers, Holsten Pilsener had come to be seen as less modern and less attractive because of that. The result was market share losses. Our task was to reposition the Holsten brand and strengthen its image.
Conducting idea
  • ?How men are?. Holsten Pilsener is a beer for men: it has an edge, is authentic, witty.
Results
  • Top scores in implementation, from very shortly after the beginning of the campaign
  • Excellent improvement in brand image ratings among the core target group
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