First Drinks Brands is investing £25,000 in a campaign to drive its OVD dark rum in Scotland.

An on-pack promotion, offering consumers the chance to get their hands on a DVD of Still Game, the BBC Scotland comedy series, is part of its plans.

There will also be outdoor and radio advertising, as well as promotions and giveaways in the on-trade.

"OVD is the number-one dark rum in Scotland and we want to increase awareness of the brand," said Geraldine Roche, senior brand manager for OVD at First Drinks.

"The campaign plays on the Scottish sense of humour shared by dark rum drinkers to encourage them to consider OVD as an alternative to their current rum brand."

The campaign breaks on 9 April and will run for four weeks across Scotland. There will be concentration in the west of the country, which is where the "recruitment opportunity for the brand" lies, said Roche.