Grolsch to back C4 comedy shows

Dutch lager Grolsch is sponsoring Channel 4's

original

comedy programmes with a series of break-bumper

ads.

The £3 million TV investment by brand owner Coors will see the brand advertised in 15-second idents during programmes such as Sunday Night Project, 8

Out of 10 Cats and

Fonejacker.

The first ad will show the "surreal side of Amsterdam with two laid-back Dutchmen aboard a grass-topped barge encountering a giant rubber duck, an impromptu disco and a surreal fishbowl".

Senior brand manager Laura Burgoyne said: "We've developed our creative concept to focus on chilled-out, Dutch- style drinking, whil e retaining Grolsch's trademark comedy twist."