Britvic brings back J2O Pear Gold for summer

J20 Pear Gold Glass and Bottle

Britvic Soft Drinks is bringing back its summer limited-edition flavour, J2O Pear Gold, made with a blend of pear and guava.

Aimed at exciting existing customers and attracting new ones to the J2O brand, the soft drink will be supported by a heavy-weight marketing campaign including nationwide print and outdoor advertising.

Last year, 72% of consumers buying Pear Gold were completely new to J2O and repeat purchase rates were well above average at 25%.

The marketing campaign will include six-sheet posters and text messages to drive consumers to outlets stocking J2O Pear Gold.

It also features social media activity called “The J2O Golden Hour” – a competition giving away 14 pairs of designer aviator sunglasses every day over the six weeks from June 30.

It will run across Facebook, Twitter and Instagram, asking consumers to enter by uploading a photo of themselves and their friends making the most of fleeting summertime moments with J2O.

With the hashtag #J2OGoldenHour, it will be heavily weighted from Thursday to Sunday and will be tweeted to coincide with major summer events or bouts of sunny weather.

Britvic is also providing bar and table point-of-sale materials for J2O plus sampling squads hitting pub gardens to drive trial and prompt purchase.

It will also provide J20 content for the licensed trade to use on their own social media channels to promote the competition to their customer-base.

To further encourage distribution of J2O Pear Gold with the licensed trade, the brand will be running an exclusive wholesale competition to give away a pub garden summer makeover.

Jonathan Gatward, GB marketing director at Britvic Soft Drinks, said: “As a British summer is so unpredictable, it is important we make the most of the sunshine and enjoy the balmier weather with friends and family.

“J2O offers those choosing not to drink alcohol at social gatherings exciting and refreshing alternatives and Pear Gold in particular was well received by consumers last year.

“We know that by providing limited editions we attract new consumers to J2O and help retain people who already enjoy the brand by igniting the juice drink sub-category with a little excitement during the summer months.

“J2O Pear Gold gives existing fans another appealing option to choose from and we are confident that the marketing activity around the ‘J2O Golden Hour’ will attract new consumers, providing them with the ultimate soft drink experience in outlet.”

J2O Pear Gold is joining the core J2O portfolio of Orange & Passionfruit, Apple & Mango, and Apple & Raspberry.

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