Diageo GB is to invest GBP3m (US$4.9m) in an advertising campaign for its Morgan's Spiced rum brand this summer across the UK.

The campaign includes advertising across television, cinema, press and online, Diageo said today (18 June).

The theme - 'The Modern Adventurer' - includes a tongue-in-cheek television ad featuring men preparing for a visit to a new local pub in their town and overcoming "challenges" on the way.

The advertising campaign will launch on 6 July across Scotland and North England (Yorkshire, Granada and Tyne Tees). It will run until August and then again in March 2010.

Julie Bramham, Morgan's Spiced marketing manager at Diageo GB, said: "The brand is in fantastic growth across the trade at the moment and while it remains very popular in its Scotland heartland, we're seeing real interest and growth in England and Wales."

A new website, www.morgans-spiced.co.uk and a GBP800,000 trial will also launch.

Diageo yesterday announced plans to cut more than 100 jobs in Ireland as part of the group's global restructuring plan in the economic downturn. A total of 107 jobs are set to be lost across sales, marketing and business support.