Cobra Beer has planned a big push to position its lager as unusual but excellent with the launch of its biggest national TV campaign yet.

The £10m campaign, which targets 25 to 34-year-old lager drinkers, breaks on 26 September before the UEFA Champions League Benfica versus Manchester United match on ITV1.

The commercial focuses on a male character - described by Cobra as an effortlessly cool hero - on his way up to a rooftop bar in a lift. The story follows the lengths this hero is willing to go to in order to be the first at the bar to get his hands on the last bottle.

It concludes with the strapline 'Cobra: Unusual Thing, Excellence'.

Marketing director Simon Edwards said: "With this campaign, we are aiming to build on our strong foundation within Indian restaurants and capitalise on Cobra's rapidly growing presence within the UK's mainstream beer market.

"We are confident these ads will really capture viewers' imaginations and communicate the spirit of the Cobra brand - the fact that it is unique and unusual."

The TV commercials, which will be supported by press advertising, supermarket promotions and website activity, will be shown on a range of television channels until December.

The company said it is aiming for a 50% increase in sales year-on-year.

Recent brand extensions added to the portfolio have included King Cobra, Cobra Lower Cal Lower Carb, Cobra 0.0% and Cobra beer in cans.