- J2O has rolled out a new look for its core fruit blends range, aiming to become a modern icon in the adult soft drink market.
- The rebrand includes a modernized logo and cleaner packaging design to stand out on shelves and appeal to a younger audience.
- An on-pack promotion offering holiday voucher giveaways is being launched to celebrate the rebrand.
Leading adult soft drink brand J2O has rolled out a new look across its core fruit blends range this summer, taking it from a classic favourite to a modern icon.
The rebrand looks to bring vibrancy to shelves across retail and inject more fun into shopper’s 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 but also look 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 is launching an on-pack promotion this summer, including holiday voucher giveaways. This includes a weekly draw running for 13 weeks offering two consumers the chance to win a £1,500 Airbnb voucher to book a unique summer hangout plus £500 spending money. Running from 1 July to 22 September, all consumers need to do to be in with the chance of winning is buy any J2O multi-pack and scan the QR code on-pack or visit this link – T&Cs apply.
Carlsberg Britvic said the brand, which boasts 87 per cent brand awareness and £59m RSV in grocery, is well placed to support retailers with growth in the adult soft category. Shoppers are increasingly looking for more choice in this area, particularly among the younger generation, with one in five 18–24-year-olds now choosing soft drinks as their preferred alcohol-free drinks option, this is a great moment for retailers to also update their soft drinks range for summer.
“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 choice 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,” Ben Parker, VP Sales Off-Trade, Carlsberg Britvic, said.
“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 £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 per cent of Gen-Z and 61 per cent of all UK adults.