Molson Coors is investing £5.4m in a new campaign for Grolsch from next month to re-establish its swing-top format as an asset in the struggling premium lager category.

The campaign is themed around bringing the "quality experience of Dutch-style Continental drinking to life". The creative, which will span magazine ads and 96-sheet billboards, features the moment the top pops off, using the strapline "Gosch! Taste. Amplified".

"There's extreme pressure on premium lager at the moment, with sales down 5%," said a spokeswoman. "People are looking for value and want something more special, so we will be driving forward with the swing-top."

The campaign is part of a £13m on and off-trade push for the format. It marks the biggest investment in the brand in three years, since its Green Light District campaign.