Grolsch barges into C4

Coors has signed a £3 million deal with Channel 4 for Grolsch to sponsor

its prime-time comedy shows.

The lager will run break bumpers on

Channel 4 and E4

shows on Thursday, Friday and Saturday nights, including the Friday Night Project, Eight out of 10 Cats and Peep Show.

The ads show two Dutch men drinking swingtop bottles of Grolsch on a barge in the canals of Amsterdam, and in each of six different scenarios they meet

a surprise. The TV campaign is being backed


at and, and with viral marketing.

Brand development director David Griffiths said: "Through this unique link-up with Channel 4 we will continue to deliver engaging and entertaining communication that has become synonymous with the original Dutch attitude of Grolsch, reaching up to 2 million consumers each week."

The ad campaign is part of

this year's £8 million investment in Grolsch by Coors, which distributes the brand in the UK .

Other plans include brand extensions, such as a 4 per cent abv version of the premium lager, and the release of wheat variant Grolsch Weizen in the UK.

South African brewer SABMiller agreed to buy Grolsch in November.

Wells Bombardier has signed up to sponsor ITV1's Al Murray's Happy Hour for £1.2 million, as part of its £4 million English-themed It's like campaign. The push's slogans include: "It's like Robin Hood leading the Red Arrows over the English Channel to rescue Mr Benn" and "It's like Sid James taking Aunt Sally for a full English".