The push, which kicks off this Monday (3 May) with two new TV commercials and press ads in OK! and Hello!, is based around a new 'Best Served Shared on Sundays' strap to portray the sparkling drink as an "integral part of Sunday get togethers".
"We are homing in on Sundays as it's the peak time in the week when families and friends get together," said marketing controller Amanda Grabham.
The TV ads are screened in the lead up to and over weekends and are scheduled to run alongside food-focused programmes.
The hefty spend follows a strong year of sales for the Beverage Brands company, up 18% to £25.5m [Nielsen].