Deeper refreshment from Hansa Pilsener

After almost a year in the making, a powerful new campaign for Hansa Pilsener breaks in early December. Developed by South African Breweries in conjunction with Ogilvy Johannesburg, the work is a significant departure from past brand communication. As a Pilsener brewed with the 'kiss of the Saaz hop', Hansa has always been uniquely refreshing. The new campaign however focuses on the brand's status as an icon of true individuality.

A series of executions across several media celebrate the uniqueness of the individual by challenging the labels attached to people by others.

Says Geoff Whyte, Brand Marketing Manager at South African Breweries: "True individuality is a difficult thing to define but we believe we have captured it with the new campaign. It's not about being different for the sake of it - it's about having the self awareness to know who you are and the self confidence to express it."

Adds Richard Seegers, Brand Group Manager of SAB: "We are delighted to have found a provocative and engaging creative platform for Hansa Pilsener that reflects the core proposition of the brand so well."

The first two of six TV executions will flight from Monday the sixth of December supported by Radio, Press and Outdoor.