Diageo is to launch a GBP10m (US$19.2m) global ad push behind Scotch whisky brand J&B.

The UK drinks giant said today (13 March) that the campaign will be launched in over 20 markets over the next 12 months. Diageo is looking to position J&B as a "party whisky brand" and at the centre of the campaign will be "the ultimate party symbol", the mirror ball, the company said.

J&B global brand director Nik Keane said: "We are going big with the mirror ball - literally - and are going to have some real fun with this icon. For us, starting a party is all about attitude - optimism, sociability, enjoying life and having fun and we are using the mirror ball to convey this."

The ads will be live in the next few weeks, Diageo said, while the full through-the-line campaign will roll out over the next couple of months.