The company is putting £1.5 million behind a six-week TV and poster burst, by Barrett Cernis, which breaks nationally this week. The push is part of Britvic's attempt to capitalise on adult soft drinks, the market's fastest growing sector, and follows J20's recent launch into multiples.
Targeted at 25- to 35-year-old professionals, J20 is being positioned as a product that can be consumed at times when alcohol is being drunk or used as a "pacer to keep alcohol intake in check.
Three 30-second ads depict the embarrassing consequences of having too much to drink. In one, a female executive and her male colleague exchange sheepish glances as their boss shows them security camera footage of an office cleaner clearing up after their desktop romp.
In another a man wakes up clad only in underpants to find he has been sleeping in a bed in a shop window.
The BACC has approved the films but ruled that they cannot be screened around children's programmes.
Justin Cernis, the agency's managing director, said: "We have branded J20 like a premium lager and given it 'bar kudos'."
The campaign was developed by Ray Barrett, the creative director, with the senior writer Jonathan Eley and the creative team of Tamsin Abercasis and Tim Clarke.
Luke Forsythe, whose father, Max, photographed the five poster executions, shot the commercials through Great Guns. Media planning and buying is by MindShare.