J2O adopts ‘premium’ positioning

J2O has undergone a marketing switch aimed as owner company Britvic looks to revive the brand’s flagging sales by encouraging people to consume it on more occasions.


The three core flavours – orange and passion fruit, apple and raspberry and apple and mango – have now changed recipes in order to make them “more refreshing”. They will be packaged in slimmer bottles with increased flavour descriptors to evoke a “more premium” feel.

The new look range is being supported with a TV campaign, created by BBH, which carries the new strapline “A bottle of togetherness”. It aims to communicate how J2O can be enjoyed on a range of social occasions and how it brings people together.

Helen Gorman, J2O’s brand controller, says Britvic wants J2O to be as “special and desirable” as when it was launched in 1998.

She adds: “By optimising the product and pack design to make the brand modern and up to date, J2O is now in a great position to launch a new and very exciting TV campaign to raise awareness, getting more people drinking J2O on more occasions.”

J2O was the seventh biggest drinks brand sold in pubs and clubs by value in 2011, with sales of £116m. This was down 4.4% year on year, according to the CGA Brand Index.

The biggest selling soft drink in the on-premise market was Pepsi, which was worth £311m in value, up 8.4% year on year.

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