Adult soft drink J2O is rolling out a new look across its core fruit blends range this summer.
The rebrand will “bring vibrancy to shelves across retail and inject more fun into shopper’s social occasions, reinforcing itself as a key adult soft drink choice,” it says.
The new packaging aims to keep the brand relevant for its current audience of adults and families but also look to engage and recruit Gen-Z as the next generation of soft drink shoppers.
The key changes, which maintain its well-known colourful range, include a modernised logo and a cleaner, less busy look to ensure the highly recognisable brand stands out even more on-shelf.
To celebrate, J2O is launching an on-pack promotion this summer, including holiday voucher giveaways. This includes a weekly draw running for 13 weeks offering two consumers the chance to win a £1,500 voucher to book a unique summer hangout, plus £500 spending money. Running until 22 September, all consumers need to do to be in with the chance of winning is buy any multi-pack and scan the QR code.
Ben Parker, VP sales for off-trade, Carlsberg Britvic, said: ”We know J2O sits at the heart of many soft drink social occasions, whether it’s a barbecue, family dinner or spontaneous catch-up with friends. With this modern new rebrand we hope to reinforce J2O as that desired choice for consumers of all ages.
“In fact, soft drinks buyers are increasingly looking for more flavour choice and products which deliver on taste, especially as the alcohol moderation trend continues to rise, so there was no better time for us to revitalise our core range.
“The on-pack promotion is also another way we are making sure J2O stands out with our new look and feel, offering unique stays to spend time with friends and family over a J2O. On-pack promotions are a great way to incentivise purchase amongst shoppers and drive basket spend, so we’re glad to also be supporting our retail partners with this competition over summer.”
The relaunch will be supported by a £1.2m Get to the Juice campaign, targeting Gen-Z and family audiences across social, digital, OOH, podcast partnerships and online video content to keep the brand front of mind throughout summer. The campaign is set to reach 97% of Gen-Z and 61% of all UK adults, the brand added.
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