Lazy Sunday afternoons with friends, a girls' night out and a lads' celebration. These are the occasions to enjoy Gaymers Original, according to a new £4m poster and print advertising campaign launched this week.

The images aim to position the brand as an unbeatable accompaniment for shared experiences. They include the strapline 'As good as it gets', which featured in the ads last year.

"By highlighting the times where Gaymers Original can be enjoyed, we can get more people to include the brand as part of their repertoire, "said MD John Mills.

The print ads will appear in glossies such as Nuts, Heat and Closer, while posters are already up nationwide. Activity also includes a new website and a mobile bar roadshow, which will visit festivals and events during the summer.

Packaging has been redesigned and features red and gold to convey its premium positioning.