The campaign is being timed to coincide with the start of the new term for students, and will run for 12 weeks from September 19.
It will focus on the brand’s versatility as a mixable spirit and as a brand to be enjoyed with friends.
ICB managing director John Mills said: “We have found SubTV to be the perfect medium for boosting awareness of V-Kat schnapps within this trendsetting consumer group.
“There is an increasing awareness of alcohol levels among young adult consumers, many of whom want to be clear about their level of consumption.
“At 22% abv, V-Kat has a lower abv than full-strength spirits.”