J20 Golden Straw

With the objective of making J2O synonymous with Christmas, Britvic challenged us to create an on-trade campaign around the Christmas period that would deliver cut through during the trade’s busiest time and ultimately drive ROS.

Using Savvy’s proprietary bartender panel, we understood the importance of resonating with the trade first and foremost to ensure we could address some of the key business challenges such as compliance and competing with the likes of other well-known self-executing promotions. We created a ROS driving promotion that activated in over 2000 outlets across the UK targeting and rewarding both the trade and consumer. We gained trade buy in with an exclusive competition to win £5,000 for the outlet’s team incentivising the trade to use the kits provided and pushing J2O as the no.1 bar call. With every purchase of J2O, consumers were given a straw. If the straw was golden, consumers instantly redeemed a second bottle as well as the chance to win £10,000.

The campaign generated over 9,000 entries, gaining positive PR and building brand engagement with both consumers and outlets. It also received a Bronze & Silver IPM award for best B2B incentive and best non-alcoholic B2C campaign.