Merrydown Vintage Cider is launching an ad campaign featuring work by a team of illustrators.
The "upside down" creatives are a visual take on the drink's name, and feature different faces looking Merry' with a full glass or Down' with an empty one.
The images will be used on poster sites as well as the Tube, and Merrydown is also looking at the possibility of T-shirts, and computer screen savers.
The pictures will also appear on PoS material.
Chris Carr, MD of Merrydown's ciders division, said: "We believe the images could become collectors' items."