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The ads will support the launch of the brand this week, as the company phases out Heineken Cold Filtered (Marketing, May 2, 2002).

The first ads in the Clemmow Hornby Inge-created campaign will break in April with the strapline 'Premium 5% Heineken is now here'.

They focus on a 'Dutch tolerance test', which suggests that the Dutch will tolerate almost anything - except someone who does not drink Heineken; a 'Swiss neutrality test', which implies the Swiss will stay neutral over anything except Heineken; and a 'US lawsuit test', which sees two Americans embroiled in a legal battle over a spilled Heineken, then settling the argument over a drink.

The television push will be backed by an outdoor drive including billboards in five cities displaying enormous 3-D replicas of kegs with parachutes attached.