Diageo is pumping £14m into a new advertising campaign for Archers.
The drinks giant is shelving the fresh-faced Archers Girl who starred in the Come out to Play series in favour of a glamorous drag queen.
Directed by Stephan Elliot, the man behind cult film Priscilla, Queen of the Desert, the TV ads will be followed by radio and newspaper campaigns.
Phillip Gladman, Archers' marketing director, said: "Our new heroine gives Archers a fantastic opportunity to own the excitement that women experience when they have a great night out together.
"We're confident that we've created a personality who epitomises the confidence and attitude that women want."