Diageo is preparing for the global roll-out of its latest advertising campaign for its J&B whisky brand.

The promotional push, known as 'Start a Party', begins at the Kanyon complex in Istanbul this Friday (29 June), the company said today (27 June). The campaign sees the introduction of a character known as 'Mirrorball Man', and will run in 20 countries over the next 12 months.

"The new character will feature strongly at the J&B parties dispensing tips for enjoying the evening and acting as a mouthpiece for the brand's responsible drinking message," Diageo said.

Earlier this year, the global brand director for J&B told just-drinks that the upcoming campaign will attempt to help the brand achieve the global "credibility" it has in its largest market, Spain.

"There is no doubt that we will look for the campaign to accelerate J&B's growth outside of Spain," Nik Keane said. "It will then be behind informing whatever we do in Spain, on which there will be more news to follow."