Leading soft drinks company Britvic Soft Drinks is investing heavily in its number one premium packaged soft drink1 J2O by linking with cult TV show Little Britain through sponsorship of the Little Britain Live tour (September - December 2006) and a major on-premise promotion.
The campaign, worth just under £1 million and titled J2Oin in for a laugh, will also be supported by a tactical outdoor advertising that will build awareness of the brand and drive purchase in pubs and clubs.
The on-premise competition kicks off on 21 July and will run for 12 weeks in more than 2000 pubs and bars. Upon purchase of J2O in participating outlets, J2O drinkers receive a game card themed around each of the five flavours and different Little Britain characters. Consumers simply answer some fun questions about Little Britain characters and then scratch the card to reveal a unique code and text number to claim an instant gift.
Top prizes include 96 VIP tickets to Little Britain Live with a chance to meet the Little Britain stars and 792 top price tickets for the show. 60,000 other prizes are also up for grabs, including key rings, T-shirts, script programmes and signed DVDs. All entrants will receive a free ringtone.
The advertising campaign will run from 31 July to 27 August and includes roadside advertising and posters on London underground and taxi sides. A promotional website will also be launched to create further awareness among key target audiences.
"The J2Oin in for a laugh Little Britain promotion will provide a winning formula for participating pubs and clubs. This high profile competition will drive awareness and purchase across the trade increasing sales and profits for publicans, particularly during the important summer period," said Britvic's category director, Andrew Marsden.
"In addition we anticipate the campaign will delight J2O drinkers by linking the brand with one of Britain's favourite comedy shows. Little Britain is an ideal partner for J2O on many levels, but particularly in that it encourages people to kick back and enjoy themselves - which are both key elements of the pub or bar occasion."
Extensive point of sale material will be available, including posters, tent cards, wobblers and drip mats to create displays, driving awareness and prompting demand in outlet.
Last year alone, J2O exhibited the biggest gains of any Britvic brand with a 17 per cent value increase to post sales of £166 million2. It is available in five flavours Orange & Passionfruit, Apple & Mango, Apple & Melon, Orange & Cranberry and Apple & Raspberry.
1ACNielsen MAT to Mar 2006
2ACNielsen MAT to Dec 2005
