Britvic spends £4m on redesigned J2O

Britvic has revamped its J20 range in a bid to reignite excitement in the brand and to make it more noticeable in back-bar fridges, it said.

The bottle remains the same, but the label has been redesigned to emphasise the fruity taste of the drinks and the fact that each bottle is a blend of two fruits. They will be available from 6 April.

The company is investing £4m in marketing the new look J20 between April and July, with PoS, TV, press and online activity planned.

"The new design is just the beginning of a huge campaign for the brand that will really put J20 front-of-mind with consumers and remind them of its full-on flavour," said senior brand manager George Cobb. "With TV, innovation and a great PR campaign planned for later this year, we are confident J20 will help our customers drive sales and profits."

Last week, it was announced at the Britvic Soft Drinks Report launch that in 2008 J20 overtook Magners in the on-trade to become the biggest-selling packaged drink.

The company also unveiled a new look for its kids' Fruit Shoot range two weeks ago, and launched the Fruit Shoot Bag of Tricks to help keep kids entertained when they are in the pub.