Leading adult soft drink J2O is rolling out a new look across its core fruit blends range this summer.
The new packaging aims to keep the brand fresh and relevant for its current audience of adults and families, but also looks 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 on-pack to ensure the highly recognisable brand stands out even more on-shelf.
To mark the change, J2O is launching an on-pack promotion this summer, including holiday voucher giveaways.
Ben Parker, VP Sales Off-Trade, Carlsberg Britvic, said: “We know J2O sits at the heart of many soft drink social occasions, whether it’s a BBQ, family dinner or spontaneous catch-up with friends. So, 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 choices 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 relaunch will be supported by a £1.2m ‘Get to the Juice’ media 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 the summer. The campaign is set to reach 97% of Gen-Z and 61% of all UK adults.
