The repositioning has been kicked off with a new TV ad by BBH that features a group of dogs turning up to a party hosted by cats.
The hostility between the two species is broken down by the dogs proffering a crate of J20. The ad ends with the strapline, "A bottleful of togetherness".
Last year’s brand work asked consumers to come up with new J2O flavours and featured the strapline: ‘Mix up a mouthful’.
The repositioning includes a packaging refresh, as revealed by Marketing last year, after Britvic decided the drink had reached a "critical point in its life cycle".
Follow Loulla-Mae Eleftheriou-Smith at @loullamae_es