Britvic campaign provides antidote to winter blues

Britvic is launching a digital campaign to promote its J2O White Blend brand in pubs and bars this Christmas, in a promotion that gives people the chance to win a trip to New York.

J2O: launches campaign for White Blend
J2O: launches campaign for White Blend

The "Lighten up" campaign includes a dedicated microsite designed to improve its visitors' moods during the onset of winter.

The website lets people upload a photograph of a friend and distort their features. They can then send a message to their friend, who will see their warped visage appear in a virtual snow globe.

The website includes a recipes section, where celebrity chef Simon Rimmer tells users how to create dishes that are complemented by the taste of White Blend. The site also tells visitors where they can find their nearest J2O stockist.

Awareness of the microsite is being built through online banner ads on high-traffic websites, and a series of partnerships with lifestyle websites.

The digital push is being backed by on-trade marketing activity. To drive distribution, Britvic will offer competitive wholesale deals, including free glassware and "Lighten up" point-of-sale kits.

Ian Patefield, Britvic's licensed channel marketing manager, said: "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 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."

White Blend comes in two flavours – White Grape and Kiwi and Red Grape and Blackcurrant. In August, BBH launched a pan-European campaign promoting the brand.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content