Adult soft drinks brand J2O is to benefit from a £1.75m burst of mid-summer activity including advertising and sampling.
Outdoor posters have already started appearing as part of the latest phase of this year's £4m round of support from brand owner Britvic, and radio, bus-side and London Underground ads are also planned.
The advertising highlights humiliating situations that could have been avoided if J2O had been drunk instead of alcohol.
All the activity will be backed up throughout this month with a sampling drive aimed at reaching more than 150,000 adults.
Britvic adult drinks controller Katie Rawll said: "The campaign targets 25 to 35-year-olds and promotes J2O as the non-alcoholic drink for drinkers."