COMMENT: Britvic sober but cool
Britvic's latest advertising initiative marks another important milestone in the £4m campaign for the J20 brand. Ads will appear on buses and the London Underground as well as other outdoor sites. The most recent ads hope to connect with the target 25- to 35-year-old audience by featuring a number of humiliating scenarios that could have been avoided if J20 had been chosen instead of alcohol.
In addition to national radio promotions, the ads will also be supported by a sampling campaign targeting up to 150,000 adults during the course of this month.
Timed perfectly for the height of the drinking season, the campaign seeks to raise awareness of the brand. With consumers seeking variety from the traditional non-alcoholic offerings associated with on-trade outlets, it would seem there is further scope for the brand to continue with its excellent performance since launch.
Britvic hopes the summer campaign will help to further assert the brand's image as the trendy alternative to alcohol. A key concept of the brand is that it facilitates the important emotional benefit of feeling part of the group even when individuals are not drinking alcohol. Because of this, the brand performance in the on-trade sector, where J20 is consumed in a more conspicuous social context, has been particularly impressive.
For marketers looking to incorporate coolness as a fundamental aspect of their brand values, emphasising the emotional benefits of products will become even more crucial. Consumers' increasing need to present the appropriate image to their peers means they will turn to brands or products that they feel reflect their desired identity. Recognising this, a plethora of brands, particularly in the drinks sector, are trying to establish cool credibility.
Sectors: Soft drinks
The global roll-out of InBev's Brazilian beer, Brahma, adds a third premium brand to the global brewer's international portfolio but some observers have suggested it's an unnecessary step which threat...
Brasserie Kronenbourg has clarified earlier reports about its entry into the low alcohol beer sector in France....
Costs relating to alcohol abuse in Sweden are on the rise, according to research out this week....
Police in eastern Kenya have said that at least 24 people died on Saturday after drinking illegally produced alcohol....
According to a recently published study, people who drink alcohol may have a lower risk of developing a type of cancer which affects the lymphatic system known as non-Hodgkin lymphoma (NHL)....
Diageo is calling for facts labels to be placed on alcohol beverages in the US....
Kenyan authorities are to ban beer and spirits advertising from television and billboards in the country, according to a local report late last week....
Post-menopausal women who consume even moderate amounts of alcohol may face an increased risk of breast cancer, according to a comprehensive US study....
- Bacardi Seeks Own History at Bombay Sapphire Home
- NPD: The Craft Cocktail Revolution
- No Home Comfort for TWE as Bids Collapse
- Interview - WoSA chief executive
- Private-equity bids "over" - TWE head
- Suntory Holdings to split beer, spirits division
- Diageo's Smirnoff Sours
- Anheuser-Busch InBev appoints new AmBev CEO
- Treasury Wine Estates pulls plug on takeover talks
- 'Carlsberg suspends production at Russian brewery'