Soft drinks manufacturer Britvic is re-introducing its limited edition J2O Glitter Berry variant for festive occasions at home, following the brand’s best Christmas in three years.
In the lead up to and throughout the festive season, consumers are often willing to spend on affordable luxuries and many are looking for treats for in-home socialising.
As such, the socialising category remained resilient during Christmas 2011, attracting an additional 1.2m consumers, taking overall category penetration to a total of 43% of UK households.
The full J2O range performed well during the Christmas period, showing double-digit value growth (+11%) and Britvic attributes part of the brand’s success to the Glitter Berry limited edition, which alone achieved 3% penetration, equalling 720,000 additional households.
This year sees the return of the limited edition, which has been modernised in line with the rest of the J2O range with less calories and a slimmer shaped bottle.
Glitter Berry is a combination of red grape, cherry and a hint of spice with edible gold glitter that sparkles once the bottle is shaken and will again be available in packs of four.
Glitter Berry will be supported with online activity, including announcing the brand’s return via Facebook and retailer-specific dotcom initiatives.
In store activation will also see an increase, as Britvic prepares to support retailers in making Christmas 2012 another sales success.
In addition, the limited edition flavour will benefit from awareness being driven behind the wider J2O brand with its TV ad and marketing campaign.