Boost for J20 as Britvic launches TV ad campaign

Britvic Soft Drinks has bolstered its support for its J20 fruit juice brand with an inaugural TV advertising campaign.

The adverts, which break this month, are designed to promote J20 as an adult alternative to alcohol. Aimed at the brand's core 25-35 year-old audience, the campaign depicts situations where one too many has resulted in embarrassment.

"The ads will reinforce the loyal following J20 has built up as a credible and refreshing soft drink," said brand controller Katie Rawll.

"They will position J20 as a positive soft drinks choice in its own right with a fun personality that can be enjoyed across a range of occasions both in home and on-premise."

Since J20's launch in 1998, the still fruit drink has become the fastest growing fruit based soft drink in the on-trade, with an 82 per cent rise in value and 80 per cent rise in volume in the last year alone.

Containing 50 per cent fruit juice, it is available in four flavours - Orange & Passion fruit, Apple & Mango, Apple & Melon and Orange & Cranberry - in a 275ml glass bottle with crown seal.

The TV campaign will be supported by an outdoor poster campaign, including cross track posters on the London underground and posters and washroom panels in Scotland.

50,000 consumers will also be sampled nationally in major town centres. Consumers will also have the chance to text answers to win prizes and in response to their entry they will receive messages directing them to nearby outlets promoting J20.

"Research undertaken as part of our Right Choice category management programme has revealed adult demand for quality and choice of soft drinks, as well as the increasing popularity of still fruit drinks," said category director Andrew Marsden.

"This ad campaign will extend consumer awareness to drive this unique sales and profit opportunity for retailers and licensees."