J2O - the first ten years
The innovation process
J2O was the first soft drink intended to be drunk from the bottle
In a series of brainstorming sessions, the Britvic innovation team developed several different product concepts that might fit the bill.
Following our established product development process, these concepts were put into research, to find out which were the most popular with consumers.
This included qualitative research, where the concepts were discussed with small groups of potential consumers and, following further refinement and development, quantitative research when the ideas were tried out with a larger number of people.
J2O's name and core proposition "A unique blend of exotic flavours" emerged as the strongest idea, and the decision was taken to launch J2O into the licensed trade.
It was no mistake that with its 275ml glass bottle and crown cap, J2O looked more like a premium lager or a 'PPS' (premium packaged spirit) than a traditional soft drink.
Deliberately positioned as a credible alternative to alcohol, it was a premium brand that appealed to a broad target market who were looking for a soft drink that tasted good, 'said the right things about them', and that they perceived as more of a treat than the other options on the market.
