Britvic Soft Drinks is to launch a new flavour of its adult juice drink J2O in the on-trade sector for an exclusive period to spearhead a push for the brand. The company is keen to maintain its market leadership in adult juice drinks in the on-trade as rumours continue about Coca-Cola Great Britain developing a product for the sector.
J2O Apple & Raspberry will be a limited edition with a three-month exclusivity period for on-trade. The drink will be available in pubs from the end of March.
The company plans point-of-purchase activity to help promote the limited edition, including posters, on-counter stands and fridge stickers.
The Apple & Raspberry variant is believed to be the first in a series of limited editions designed to maintain the brand’s momentum. The regular J2O flavours are Orange & Passionfruit, Orange & Cranberry, Apple & Mango and Apple & Melon.
J20 was worth &£140m in the on-trade in the year to September 2004, up 39 per cent from 2003 (AC Nielsen). Volume sales were up 26 per cent to 27 million litres.
Britvic consolidated its advertising agency roster for its brands last year, axing Barrett Cernis, which handled J2O, and handing the account to Bartle Bogle Hegarty (MW April 22, 2004). BBH already handled the Robinsons brand.