Diageo has revealed the next generation of ads for its Archers brand after a review of its marketing.

It will put £4m into the new ‘Something for the ladies' campaign which replaces the ‘Come out to play' theme that ran for two and a half years.

The new creatives feature stereotypical male characters, including a fireman and a cowboy, and are being rolled out to make Archers Schnapps and spin-off RTD brand Archers Aqua more sophisticated.