Strongbow will feature in a multimedia campaign in spring as part of a £27m investment in the brand this year.
Five TV executions and three poster ads began this month and will be supplemented by press ads from May. Each looks at pursuits that represent the superficial trappings of society - such as the obsession with celebrity lifestyles - before the iconic Strongbow arrows thud into view accompanied by the strapline: 'Strongbow - taste that hits a little deeper.'
Kirsten Geary, marketing manager for ciders at brand owner Scottish & Newcastle UK, said: "The ads will help to reintroduce Strongbow to its 25 to 45-year-old core audience."