Britvic repositions J2O in brand overhaul

J20: rolls out 'cats and dogs' campaign
J20: rolls out 'cats and dogs' campaign

Britvic has overhauled its adult fruit juice drink brand J2O with a new marketing push that repositions the drink as a force that brings people together.

The repositioning has been kicked off with a new TV ad by BBH that features a group of dogs turning up to a party hosted by cats.

The hostility between the two species is broken down by the dogs proffering a crate of J20. The ad ends with the strapline, "A bottleful of togetherness".

Last year’s brand work asked consumers to come up with new J2O flavours and featured the strapline: ‘Mix up a mouthful’.

The repositioning includes a packaging refresh, as revealed by Marketing last year, after Britvic decided the drink had reached a "critical point in its life cycle".

Britvic last refreshed J2O in the spring of 2009 as it sought to capitalise on the shift in the drinks industry from on to off-trade.

Britvic launched its Glitter Berry variant in September last year to capitalise on the run-up to the Christmas period.

Follow Loulla-Mae Eleftheriou-Smith at @loullamae_es

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