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

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message