Apparently a 2cm head on your glass of Heineken will make it taste better!
The company are therefore advocating drinking their lager in UK pubs, in oversized half pint glasses with plenty of room for the head. There appear to be no plans to introduce oversized pint glasses, and campaign bosses are trying to encourage more people to drink the smaller measures.
My cynical mind tells me that the beer will soon enough be served with a huge head in a pint glass meaning a less than adequate (and legal) pint will be served. Let's face it, most male lager drinkers drink pints and wouldn't be seem dead drinking 'girly halves'
So this is just a clever plot to get more beer out of each barrel!
And I'm not even going to cover the ridiculous claim that the head will add to the flavour experience!!