Possitioning J20 as a mixer rather than just a juice gives the brand a potential to reach a new market in a different direction.
J2O want to appeal to a target audience of 25-35-year-olds. They have explored cocktails to a certain level but how about repositioning the brand in a different market? This creative strategy gives consumers a different perception of the soft drink whilst expressing J2O’s unpretentious and playful personality.