From August 25, six 48-sheet posters will go up in Glasgow, Edinburgh, Dundee, Perth, Stirling and Inverness, promoting J2O as the non-alcoholic drink for the alcoholic occasion.
The outdoor work will be complemented by washroom panel posters in bars.
Samples are to be given out at the Edinburgh festival, alongside on-street theatre. The performances will focus on the theme of the ads that use comic situations to highlight J2O as an alternative to alcohol.
The campaign will show how J20 avoids the downside of being drunk such as dodgy eyesight, lack of balance and not being able to remember what you did the night before.
The samples will invite recipients to enter a free prize draw via SMS.
The trade direct mail campaign targets 5,000 outlets in Scotland and offers a free case of the drink and point of sale material.
The creative work is through Barrett Cernis, with media buying through Mindshare.
J20 brand controller Katie Rawll, said: "The ads reinforce the loyal following J2O has built up as a credible and refreshing soft drink. They position J2O as a positive soft drinks choice in its own right with a fun personality that can be enjoyed across a range of occasions both at home and on a night out.
J2O launched in 1998 and has become the fastest growing fruit-based soft drink in the on-trade, with an 85% rise in value and 89% rise in volume sales in the last year, according to AC Nielsen research carried out in May.
It was launched as a take home product in May and is available in four flavours: orange and passion fruit, apple and mango, apple and melon and orange and cranberry.
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