Leading adult soft drink J2O has undergone a sparkling pack re-design and introduced an on-pack promotion. A supporting marketing campaign also aims to tap into the nation’s desire for festive social events, especially as so many occasions were missed last year due to lockdown restrictions.
The new shimmering, 100% recyclable J2O multipacks will run across the brand’s Orange & Passion Fruit and Apple & Watermelon flavours, as well as the returning Glitterberry variant, to help drive standout on shelf as customers seek drinks to enjoy over the festive season. The on-pack promotion will engage shoppers even further, with every J2O bottle giving them the chance to win instant cash prizes and add some glitz to their wintry get-togethers through the brand’s Spin to Sparkle app.
Research shows that 89% of people missed out on at least one activity during Christmas last year, and most of these were social events (IGD ShopperVista, Christmas 2020 Review, January 2021). With one in four shoppers planning to have a bigger Christmas than normal this year (ibid), tapping into socialising and treating occasions will be the key to maximising the soft drinks opportunity, and the new campaign from J2O aims to help retailers do just that.
Phil Sanders, out-of-home commercial director at Britvic, comments: “J2O is perfectly placed to help retailers attract new shoppers to the category, especially during the festive period when the brand brings in 38% of Christmas shoppers [Kantar WPO, Adult Soft Drinks, Buyer %, 12 weeks, Data to WE 27th Dec 2020]. By giving consumers the chance to win instant cash prizes, we want to help increase footfall to stores and generate excitement among shoppers, with the newly-designed multipacks of the most popular J2O flavours presenting ideal adult soft drink options for sharing at Christmas.”
J2O’s Christmas campaign will also be supported by a £1m national OOH advertising campaign which is expected to reach over 67% of all UK adults during key weeks of the season (WPP affiliate, Inventory / Propriety / In House Media - Reach: 35,730,860, Impacts: 212,133,380). Festive-themed point of sale materials such as baubles and Christmas tree displays will also be available to help bring the occasion to life in stores.
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