UK | J2O has rolled out a new look across its core fruit blends range, taking it from a classic favourite to a modern icon.
The rebrand will bring vibrancy to shelves across retail and inject more fun into shoppers’ social occasions, reinforcing itself as a key adult soft drink choice.
The new packaging will keep the brand fresh and relevant for its current audience of adults and families, while also aiming 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 celebrate this, J2O has also launched an on-pack promotion, including holiday voucher giveaways.
J2O is a well-known and trusted favourite, with 87 percent brand awareness and GBP 59m RSV in grocery, so the brand is well placed to support retailers with growth in the adult soft category.
Shoppers are increasingly seeking more choice in this area, particularly among the younger generation, with one in five 18 to 24-year-olds now opting for soft drinks as their preferred alcohol-free beverage option. This presents an excellent opportunity for retailers to update their soft drinks range.
“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. With this modern new rebrand, we aim to reinforce J2O as the preferred 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,” said Ben Parker, VP Sales Off-Trade, Carlsberg Britvic.
“The on-pack promotion is also 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 summer.”
The relaunch will be supported by a GBP 1.2 million ‘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 summer. The campaign is set to reach 97 percent of Gen-Z and 61 percent of all UK adults.
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