J2O case study
Managing the product life cycle
2008 marked J2O's 10th birthday and a decade of remarkable growth for a brand that is acknowledged to have pioneered a new category in the soft drinks market.
J2O is the No 1 selling packaged drink in the UK's licensed trade, where it outsells every other packaged drink including Budweiser, Smirnoff Ice and Magners. More than 161 million bottles are sold per year - the equivalent of around six a second.
But the fact that a brand has done well for the last ten years doesn’t automatically guarantee similar success for the next ten!
The story of J2O is a classic case study of the role the brand team plays in managing the product life cycle in order to maintain and build on a brand's success.
