Britvic Soft Drinks, is launching a new limited edition from J2O this September.
J2O Midnight Forest is a blend of real orange and cherry fruit juices combined with an indulgent chocolate flavour.
With the strongest ever marketing activation for a J2O limited edition range, Midnight Forest will benefit from a £2m investment in a through-the-line campaign, running from October to December, including in-store activity, digital, social media and PR. J2O will also be back on TV from November.
In addition, Britvic will be launching a J2O Midnight experience through mobile phone app, Blippar. Using this consumers will be able to ‘blip’ the J2O Midnight Forest bottle or POS to reveal a bewitched clock. By tapping the clock, consumers can instantly win Amazon vouchers worth up to £500, access exclusive drinks recipes using J2O Midnight Forest or take an enchanted selfie.
Kevin McNair, GB marketing director, Britvic Soft Drinks, commented: “As the UK’s largest juice drink brand worth £269m in retail sales value, we’re confident that J2O’s fantasy-world-inspired Midnight Forest blend will capture the spirit of the season and help drive adult soft drinks sales.
“J2O has a strong track record in delivering incremental sales through limited edition variants in winter – the brand is chosen by over 2.5m households in the four week run-up to Christmas - highlighting that winter presents a key time to launch innovative soft drink flavours as consumers increasingly look to try fresh and exciting combinations whilst socialising with friends and family.
“We are confident that J2O Midnight Forest will continue to deliver for retailers this year by enticing new consumers to try the range, as well as appealing to our existing buyers.”
J₂O Midnight Forest is available in 4x 275ml packs (RRP £4.39) and new 10x 275ml packs (RRP £9.90).
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