Seven Seas is launching a £4m campaign to emphasise how it can keep joints supple for the third of the population who suffer from stiffness.

The ads, which feature the Chubby Checker song Let's Twist Again and a voice over from Men Behaving Badly actress Caroline Quentin, highlight everyday situations where flexibility is key.

The campaign, which runs until Christmas, breaks on 17 September and will appear as 10 and 30-second executions around shows such as Coronation Street and on Sky and Freeview channels.

To support the TV push, there will also be a radio, press and online campaign, using the 'Do the Seven Seas Twist' slogan. A microsite will offer advice through a specialist guide, devised by fitness expert Dax Moy.Point-of-sale material, in the shape of twist-themed signage and dummy boxes, is also on offer.

"Research shows 31% of people in the UK are inflexible," said international marketing manager Tim Horne. "The twist concept highlights the benefits of our products in keeping joints supple in a way that will help attract new consumers to the category."