Soft drinks brand J2O is rolling out a new look across its core range of fruit blends this summer.
New packaging would 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, J2O said.
It would “bring vibrancy to shelves across retail and inject more fun into shoppers’ social occasions”, the brand added.
Key changes include a modernised logo and a “cleaner, less busy look” to emphasise standout on shelf.
The relaunch will be supported by a £1.2m campaign called ‘Get to the Juice’. It will target Gen Z and family audiences across social, digital, OOH, podcast partnerships and online video content.
J2O is also launching an on-pack promotion with Air B&B this summer, giving shoppers the chance to win holiday voucher giveaways. A weekly draw running for 13 weeks will offer two consumers the chance to win a £1,500 voucher to book a summer holiday, plus £500 spending money. To be in with the chance of winning, shoppers need only scan the QR code on any J2O multipack.
Ben Parker, VP sales for off-trade at J2O supplier 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.”
“The on-pack promotion is 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 the summer.”
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