In a bid to win exposure with the 18-30 year old sweet cider drinkers, Red C has announced a major new television sponsorship package in the UK.

"Party Nights" is a popular documentary series that lifts the lid off the UK's northeast reputation as "party capital".

Building on the successful Red C advertising campaign "Better Get a Red C In", the sponsorship includes promotional Red C credits which are aired before and after each programme and in the advertisement breaks.

"Red C is all about going out with a group of friends and having a great time. Since Red C was launched it has received massive endorsement, particularly in the Northeast," said Keith Mcllwain, director of marketing at Matthew Clark Cider, producers of Red C,

A series of Red C Party Nights will be staged in the area around the period of transmission, turning the stars of the programme into celebrities for the evening.

Sampling opportunities and local PR on radio and in local press will support Red C party nights.

No-one at Matthew Clark Cider was available to confirm how much is being spent on its latest marketing campaign but it is believed to be around £500,000.