Britvic, the UK’s leading soft drinks supplier within the on-trade, is launching a winter campaign for J2O White Blend to drive sales in the on-trade of its lighter tasting range this Christmas. The Lighten Up campaign includes the chance for consumers to win a trip to New York by visiting the new White Blend website and will be complemented by a dedicated trade plan to increase awareness in pubs and bars this winter.
Britvic is launching the ‘Lighten Up’ campaign with a dedicated micro-site, www.J2OWhiteBlend.co.uk, to lighten up the nation’s mood during winter. The website offers visitors the chance to win a trip to New York by sending a virtual snowglobe, learn recipes from celebrity chef Simon Rimmer that are perfectly complemented by White Blend, find their nearest J2O White Blend stockist and more about the product.
The campaign will also feature targeted online banner advertising on high traffic websites and a series of partnerships with key consumer lifestyle websites to drive awareness of the range and visits to the website.
Driving distribution in the on-trade
To drive distribution of the J2O range in the on-trade, Britvic will be offering the free trade strong wholesale deals to customers purchasing J2O, including free glassware and ‘Lighten Up’ POS kits. J2O White Blend is also featuring in many of the wholesale composite deals at Christmas to generate awareness of the range and the campaign in outlet.
The J2O White Blend range offers publicans the chance to capitalise on soft drink sales in line with the growing focus on food, where soft drinks are commonly purchased as the perfect accompaniment. The range consists of two variants, White Grape and Kiwi and a Red Grape and Blackcurrant has been available to publicans since the end of May.
Lightening the nation’s mood
Ian Patefield, Channel Marketing Manager, Licensed, at Britvic, comments
“As colder days and darker nights begin, we know that the lead up to the festive period can be quite hectic, balancing work, a social life and Christmas shopping. We want the ‘Lighten Up’ campaign to lift the nation’s mood during this potentially stressful period and drive sales for the licensed trade.”
“Adult soft drinks continue to offer a significant opportunity for pubs that are using food to drive their sales. Research has shown that soft drinks sales have overtaken spirits in the on-trade and this is largely due to the fact that they are often bought with food. J2O White Blend is one of very few soft drinks designed specifically to complement food. With millions of instances of people visiting pubs and bars during the winter period, licensees should be stocked up to take advantage of the sales opportunity.”