Britvic has launched a new limited edition from J2O in reponse to “growing consumer demand for more innovative and unexpected soft drink flavours”.
J2O Midnight Forest certainly ticks the ‘unexpected’ box with its blend of orange and cherry fruit juices combined with a chocolate flavour.
The limited edition will benefit from a £2m marketing campaign, running from October to December, which includes in-store activity, digital, social media and PR. J2O will also be back on TV from November.
In additional bid to drive interest in the range, Britvic has unveiled a J2O Midnight experience through mobile phone app, Blippar. Consumers will be able to ‘blip’ the Midnight Forest bottle or PoS to reveal a bewitched clock. By tapping the clock, they 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 Midnight Forest is available in 4 x 275ml packs (rrp £4.39) and new 10 x 275ml packs (rrp £9.90).