Britvic is launching a fresh advertising campaign for its J2O soft drink in the UK.

The UK-based company said today (22 December) that the promotion, which will appear on television and cinema screens across the country, will start on Christmas Day and run through until Easter.

The television advert, which carries the tagline "If J2O were H2O", will be followed by cinema and digital media support through to the summer.

"Over the past eight years J2O has firmly built its standing as a credible and premium soft drink that is perfect for social occasions in or out of home," said Britvic marketing director, Andrew Marsden.

"J2O now has a strong, loyal and mainstream consumer following; and we want to further build this brand equity by communicating the personality behind J2O and the delight it brings to drinkers."

Financial details about the campaign were not disclosed.

Earlier this week, Britvic was the subject of takeover speculation, when private equity group Permira upped its holding in the company to 13.98%.

Permira has long been associated with a possible bid for Britvic, which has had a mixed year with its carbonates stable being propped up by its still drinks portfolio.