Grolsch to back C4 comedy shows
Dutch lager Grolsch is sponsoring Channel 4's
comedy programmes with a series of break-bumper
The £3 million TV investment by brand owner Coors will see the brand advertised in 15-second idents during programmes such as Sunday Night Project, 8
Out of 10 Cats and
The first ad will show the "surreal side of Amsterdam with two laid-back Dutchmen aboard a grass-topped barge encountering a giant rubber duck, an impromptu disco and a surreal fishbowl".
Senior brand manager Laura Burgoyne said: "We've developed our creative concept to focus on chilled-out, Dutch- style drinking, whil e retaining Grolsch's trademark comedy twist."