The new series of ITV’s The Frank Skinner Show will feature new ads for Britvic’s J2O adult juice drink thanks to a £1.5m sponsorship deal.

The comic and chat show host - well-known as a teetotaller - will be back on the small screen on Monday (September 29), with the show running until just before Christmas.

The deal sees J2O featuring in short ident ads at the beginning, middle and end of each programme.

These are expected to share a similar tongue-in-cheek theme to the brand’s previous campaigns which have focused on the aftermath of over-indulgence in alcohol and the brand’s contrasting non-alcoholic benefits.

The brand has already been associated with comedy club Jongleurs and the 2003 London Comedy Festival.

Britvic’s director of brands, Richard Collins, said: “A link up with a hugely popular comedian like Frank Skinner provides not only an excellent fit, but a fantastic launch pad for our 2003-4 comedy programme.”