Interbrew UK is continuing Boddingtons' links with comedy through a four-month sponsorship deal with Virgin Radio. It has created a series of 40-second shorts called Boddingtons Comedy Shorts designed to give listeners regular laughs throughout the day. They feature established and up and coming talent in 50 different treatments and run from now until the end of October. This is the start of a new strategy for the brand focusing on comedy and targeting 18 to 34-year-olds. Virgin Radio was the route chosen because a third of the brand's drinkers listen to it, according to TGI estimates. {{DRINKS }}

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