J2O targets 25-34 year olds with 'There’s Joy in the Blend' campaign

J2O has blended two completely different communities and genres together for a new advertising campaign that aims to raise awareness of the brand to 25-34 year olds.

Created by BBH London, the campaign sees Junior’s Crew dancing to Old Irish Beats, with the former representing the ‘J’ and the other the ‘O’ in J2O.

“We’ve been expertly blending fruits to create delicious combinations of J2O for over 15 years in the UK. Our new campaign is retelling our fundamental brand story – flavours or concepts that you wouldn’t originally put together but perfectly blend,” said Jonathan Gatward, GB marketing director, Britvic Soft Drinks.

Shot by Oliver Hadlee Pearch, director of Jungle’s music videos and produced through Colonel Blimp the film, which debuted during the weekend’s X Factor on ITV, will be supported with social and experiential activations. The brand is also seeking to educate bar staff on the art of J2O blends and the perfect serve.

Further ‘J’ and ‘O’ blends are set to follow.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.