Leading soft drinks manufacturer Britvic is introducing its first ever J2O on-pack promotion in pubs as part of its plan to engage with consumers and drive soft drink sales in the on trade. The ‘Mix Up A Mouthful’ promotion will also be available on 4-pack in grocery and asks consumers to create their own J2O flavour to be in with a chance of seeing their winning entry turned into a limited edition flavour next year and win £20,000.
Running from March until September, consumers are being asked to visit www.j2o.co.uk to come up with a delicious flavour combination using the base flavour of peach or pear with one of four other exotic flavours: papaya, dragon fruit, star fruit and guava. They will then need to give it a mouth-watering name. The combination with the most entries will win and those that have selected the winning recipe will be in with the chance of winning £20,000 and seeing their limited edition flavour introduced in pubs, bars and restaurants next year.
The promotion is part of a £3 million marketing campaign for J2O that will include TV and online advertising, starting on 2nd May, and will be activated in pubs with POS kits including strut cards, tent cards, A3 posters and drip mats.
Britvic recently offered licensees a range of J2O materials to deliver extra visibility and stand out at the bar, raise awareness of the full J2O range and ultimately drive incremental soft drinks sales. The £400,000 investment in the number one packaged still drink in the licensed channel saw Britvic offer POS visibility kits for a limited period from January until March.
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Tom Hickton, Senior Brand Manager for J2O at Britvic, commented:
“We are really excited about our first ever J2O on-pack promotion that’s designed for the on-trade as well as grocery. We know how important it is to have a range of flavours to suit all tastes and occasions, and this competition is about getting consumers involved with the range and challenging them to come up with their own limited edition flavour.
“We’ve been working hard to make sure that pubs are stocked up with POS that will make the promotion really stand out, get consumers entering the competition and ultimately buying more J2O.”
Any licensee wanting to know more about the new J2O Mix Up A Mouthful visibility kit should contact Britvic on 08457 585 450.