Soft drinks manufacturer Britvic is launching a new communications platform for its soft drink brand J2O called ‘There’s Joy in the blend’.
The new platform is a £2.3m integrated marketing campaign created to encourage consumers to make an active choice when it comes to choosing a soft drink. The campaign focuses on blending two fruits together to create something amazing and will include a new TV advert, online (digital and social) and experiential activity. Britvic will also invest in a wider variety of drink serve sizes for hospitality staff to offer consumers, as well as to enable those at home to mix it with other drinks.
The first of two creatives airs 16 November and will initially run for five weeks, with the adverts airing over a 12-month period in total.
The concept of the adverts blends J’s and O’s that wouldn’t normally go together. For example, the first advert mixes ‘Juniors breakdance crew’ with ‘Old Irish folk music’ to create a blend powered by J2O. Britvic will produce extra content that will be available exclusively online to enable further exposure of the J2O Blends.
A new brand website will target consumers in the home by providing simple mixing suggestions that can be created for and with friends. Within the leisure channel, the brand is offering hospitality staff free ‘perfect serve’ training with Flow Hospitality, as well as new mixing recipes that are easy to recreate while delivering strong margins for their industries.
“Our new marketing campaign is a way of retelling how J2O was created; concepts that you wouldn’t originally put together but blend perfectly,” said marketing director Jonathan Gatward. “By bringing a fresh twist to our latest campaign, we’re confident that consumers will look at the brand differently, breaking down any preconceived perceptions of J2O. In focusing on the mixology, we’re showing how we’re making great-tasting and exciting products that are perfect for adult palates.”
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