J2O SPRITZ - MOCKTAIL MADNESS

THE HEAD-SCRATCHER

To improve J2O’s market share and use the launch of the new lower calorie, sparkling drink as a platform to re-engage with a younger audience.

THE IDEA

Mocktail Madness: A hilarious call-out against the growing trend for over-the-top and exaggerated mocktails. We created a tongue-in cheek film using the most ostentatious and overly-dramatic mixologist crafting a series of OTT mocktails, before settling on a far more classy and simple option: a J2O Spritz.

Our film was cut into various edits and played across all the J2O digital and social channels. We also ran a news story to highlight the Mocktail Madness sweeping Britain and a hard working influencer programme to encourage product trial.

THE RESULTS

• The films outperformed the content created by the advertising agency significantly

• Driving massive increases in brand consideration, brand affinity, favourability and unaided awareness (creating an uplift of 30%, against a Facebook benchmark of 2%)

• 18 million video impressions with a CPM of £1.59 and a cost per ad recall of £0.09

• One in five people saw the campaign

• Post campaign, 57% of people would now recommend J2O Spritz to a friend and initial sales reports are promising

• Over 25 influencers posts with an average engagement rate of 3.2% (against an industry benchmark of 1.69%)

• Over 30 pieces of coverage in three weeks including The Sun, Red magazine and Yahoo