Britvic Soft Drinks is introducing a new limited-edition variant for J₂O inspired by winter and fantasy, exclusively for the on-trade.
J₂O Midnight Amber is a blend of orange, lemon and mandarin fruit juices with a “winter spice” flavour. It can be enjoyed by itself as an adult soft drink or in mocktails and cocktails.
With the strongest-ever marketing activation for a J2O limited edition, J₂O Midnight Amber will benefit from a £2m investment in a through-the-line campaign, running from October to December.
J2O will also be back on TV from November, raising brand awareness and helping the on-trade to capitalise on the opportunity for adult soft drinks during the winter months.
Britvic has also launched a J2O Midnight experience through “augmented reality” smartphone app Blippar, running from now until December 20. People “blip” the limited-edition J2O bottles to reveal a bewitched clock through their phone’s camera.
By simply tapping the clock, consumers can instantly win Amazon vouchers worth up to £500, access exclusive drinks recipes or take an “enchanted selfie”.
Kevin McNair, GB marketing director at Britvic Soft Drinks, said: “As the UK’s largest juice drink brand, holding a 61% value market share of the on-trade soft drinks category, we’re confident that J2O’s fantasy world-inspired Midnight Amber 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 and we expect Midnight Amber to continue this legacy.
“Benefiting from a perfectly balanced combination of flavours, it can be consumed on its own, combined within other juices as a mocktail or with alcohol to create some wondrous winter cocktails.”
Ideas for mocktails include the Red Burst, combining Midnight Amber with Blood Orange Tango.
“Thanks to its exceptional versatility and supporting activity, we’re positive that the new J2O Midnight Amber will continue to deliver for publicans in 2015 by enticing new consumers to try this year’s fantasy-themed juice drink,” Kevin added.
The pack design reflects the flavours of orange, lemon and mandarin and the winter aromas with imagery of the fruit tumbling down the steps of the clock tower in the brand story.
The gold bordering on the bottle represents the shimmering moonlight alongside the magical-themed font and logo.
50ml Aperol or Campari
Half bottle of J₂O Midnight Amber
50ml Britvic soda
Garnish with flambé orange peel.