A London-centric advertising campaign has been unveiled for Distell's Savanna cider brand.

The promotional push, announced yesterday (28 November), features over 8,000 six-sheet posters within London's underground system. The investment behind the campaign was not disclosed.

"Cider is becoming a year round drink and the run up to Christmas has become a very busy period for us," said Anthony Mills, pan-European head of marketing, for the brand. "We are supporting the brand with a campaign that reflects the humour associated with Savanna, worldwide."

Savanna is also a sponsor of the British Comedy Awards.

Earlier this year, Savanna tied up with a music programme in the UK, as part of a move to position the brand within the young adult arena.