The Gaymer Cider Company continues its bid to align its Gaymers brand with a trendier audience by showing a n ad at UK festivals this year.

The ad is the latest salvo in the company's £4m music marketing campaign , which it hopes will help boost the cider's profile with younger drinkers.

As the official cider of Glastonbury 2008, The Lovebox Weekender and Rockness, Gaymer sees festivals as central to its attempt to align the brand with the music scene, said managing director John Mills.

"We're really excited about showing our new advert in the midst of all the festival action ," he said. "It's our way of communicating to Gaymers' target audience the reality that many festivals can be chaotic, but when you are there it doesn't matter - it's all just part of the fun."

The ad will be shown on big screens before key acts and run alongside a press campaign targeting the music media.

Gaymers Cider will also be appearing at concerts in Hyde Park this summer and is running a series of Gaymers Grassroots Gigs .