Gaymer Cider Company plans to invest heavily in its flagship cider brand in the UK with the introduction of a new advertising campaign this summer.

The company said today (28 June) that it has lined up a GBP4m (US$8m) investment in Gaymers original, including outdoor and print campaigns across the UK from 2 July.

The campaign includes the strapline 'As good as it gets' and pushes the cider as a drink to be consumed over ice, the company said.

Gaymer's managing director John Mills said: "By highlighting the times and places where Gaymers original can be enjoyed, we achieve our objective of getting even more people to include the brand as part of their repertoire."

In March, the Constellation Europe-owned company released a packaging upgrade for the brand, which was launched last year.

Gaymers original is available in 568ml bottles, 330ml bottles for on-trade retail, and a 330ml four-pack for off-trade retail. This summer will also see the launch of a new 500ml can four-pack for the off-trade. "With can sales growing at 21.3%, the launch of cans was the next logical step to enable us to meet consumer demand for at home drinking," said Mills.

The brand will also being supported by the launch of a new website.