J2O Pear Gold is back for summer get-togethers
Friday June 27, 2014 at 3:48pm
Britvic Soft Drinks is bringing back its summer limited edition flavour, J2O Pear Gold, with a range of marketing support including nationwide outdoor advertising, 6-sheet posters, text messaging, social media and an on-going competition, ‘The J2O Golden Hour’, in which 14 pairs of designer aviator sunglasses will be given away every day over the course of six weeks from June 30th 2014. J2O Pear Gold is a blend of pear and guava and Britvic is positioning it as an exciting alternative to alcohol at social occasions this summer. Last year, 72% of consumers purchasing Pear Gold were completely new to J2O with repeat purchase rates well above average at 25%. An exciting alternative to alcohol, J2O Pear Gold will help drive interest in the soft drinks category and deliver incremental brand sales over the summer months. The promotion will feature at all touch points on the path to purchase in the leisure channel. The competition will run across Facebook, Twitter and Instagram, asking consumers to enter by uploading a photo of themselves and their friends making the most of fleeting summertime moments with J2O. #J2OGoldenHour will be heavily weighted from Thursday to Sunday and will be tweeted to coincide with major summer events or bouts of sunny weather. To complete the consumer journey and secure purchase and engagement in-outlet, J2O is providing bar and table POS plus sampling squads hitting pub gardens to drive trial and prompt purchase. In addition, J2O will provide assets for the licensed trade to use on their own social media channels to promote the competition to their customer-base. To further encourage distribution of J2O Pear Gold with the licensed trade, the brand will be running an exclusive wholesale competition to give away a pub garden summer make-over, transforming a garden into a J2O summer destination.