Britvic is to reluanch its J2O juice brand with a new pack design and a £4m marketing campaign.
The soft drinks company says the new label design aims to communicate the drink’s flavour and combination of fruits, adding the new pack will give the brand “a bold, fresh, modern look” and increase the on-trade brand’s bar call.
Marketing activity, created by Bartle Bogle Hegarty, will run from April through to July and include television, press and online activity.
George Cobb, senior brand manager, says it hopes the new pack design and campaign will put the brand “front of mind” with consumers and boost sales in the on-trade.
The relaunch comes a week after Britvic announced it was splitting the media planning for its own brands between BBH, which is to handle planning for J2O, and CHI & Partners with MCHI handling media buying for all its own brands.
The move came three months after Britvic announced a restructure of its marketing team to create two separate teams for its own brands and the licensed PepsiCo brands it handles, which includes the Pepsi range, 7Up, Gatorade and V Water.