Beverage Brands is launching a digital campaign for its cider WKD Core.
The campaign will include a 15-second commercial on the web along with ads on social networking sites, emails to 25,000 consumers and a prize draw.
There will also be six different press ads in national newspapers and men's lifestyle magazines.
The new WKD Core 'Countdown' ad is being shown on male lifestyle channels accessed via the internet such as Sun TV, News of the World TV & Nuts TV.
Trailers for the ad will also be shown on a variety of social networking sites specifically targeting 18-25 year-olds.
Consumers will have the chance to win a flat screen TV, iPod Touch and other WKD Core goodies via its website.
"We are using a mix of media popular with WKD Core consumers and the campaign will undoubtedly have a big impact on raising awareness levels of the brand," said Debs Carter, Beverage Brands' marketing director.
"It goes hand in hand with the sampling activity which is already underway, and licensees and retailers can build on the momentum generated by the advertising campaign by using free WKD Core POS kits to drive sale at point-of-purchase."