Holsten is launching its first female-oriented brand as part of a
renewed drive to overtake rivals Beck’s and Budweiser in the premium
packaged lager market.
The product will be one of a trio to be launched later this year as
Holsten bids to bolster its 12.2% sector share.
The brands, which have yet to be named, will sit alongside Holsten’s
existing portfolio, which comprises Pils, Export and Pure 6. Holsten
marketing director Andy Edge said that one brand will look to the
younger end of the market, another will target 25- to 35-year-olds,
while the third will ’contain a female bias’.
Edge, who took over from Phil Plowman as marketing director in June, has
picked Black Cat to handle Holsten’s pounds 1m below-the-line account,
which includes a raft of direct marketing and sales promotion projects.
The Richmond-based agency will also work to exploit Holsten’s
long-standing sponsorship of Tottenham Hotspur FC.
Holsten’s pounds 6.3m above-the-line work is handled by TBWA GGT Simons
Palmer.
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