Britvic Soft Drinks has revealed reality television star Millie Mackintosh as the face of a new £1.5m marketing campaign for J2O Spritz, its lightly sparkling offering for the adult soft drinks sector.
The promotional materials focus on the new drinks’ flavour blends and will see Made in Chelsea’s Mackintosh drench in coloured water and surrounded by bubbles, highlighting one of the three available flavour combinations and Spritz’s lightly sparkling characteristic.
Mackintosh will also be the face of J2O’s #BlendRecommends social media campaign, which will run across Instagram and Twitter and showcases activities and places that – just like J2O Spritz – blend two distinct things to create a new and unique experience.
Aimed at the 25–35 year old demographic, J2O Spritz launched in grocery and leisure retail outlets in February this year in pear and raspberry, apple and watermelon, and peach and apricot varieties in both 275ml and 750ml size formats.
Britvic GB marketing director Kevin McNair said: “We’re really excited to launch our J2O Spritz consumer campaign and to be working with Millie Mackintosh to help bring the new blends to life. At Britvic, we believe the adult soft drinks segment offers a real growth opportunity and that this campaign will help to drive more interest, distribution and increase sales for retailers and licensees.”
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