{"id":18252,"date":"2024-05-13T11:53:27","date_gmt":"2024-05-13T10:53:27","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&p=18252"},"modified":"2024-08-12T08:49:22","modified_gmt":"2024-08-12T07:49:22","slug":"theyre-well-posh","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/j2o\/theyre-well-posh","title":{"rendered":"They\u2019re Well Posh"},"content":{"rendered":"
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Today, J2O launches \u2018They\u2019re Well Posh\u2019, a new integrated campaign created by agency of record, <\/span>VCCP London<\/b><\/a> and its content creation studio <\/span>Girl&Bear.<\/b>\u00a0<\/span><\/p>\n

\u2018They\u2019re Well Posh\u2019 is the latest campaign from Britvic\u2019s J2O to celebrate its new mocktail range which launched in October.<\/span><\/p>\n

The campaign is brought to life by an integrated agency team comprised of VCCP, <\/span>Girl&Bear Studios who led production, <\/span>m\/Six who drove media planning and buying, with influencer support from Whalar.<\/span><\/p>\n

The spots aim to position J2O\u2019s mocktail range as a premium, or \u2018posh\u2019, soft drink for social occasions. The campaign continues Britvic\u2019s push to break category norms within the soft drinks market, using humour to make the brand more relevant to a younger adult audience.<\/span><\/p>\n

The campaign is centred around a hero 20\u201d film produced by <\/span>Girl&Bear Studios<\/b>, <\/span>VCCP\u2019s global content creation studio<\/span>. The film was directed by renowned comedic director, Ben Tonge, who also directed <\/span>Tango\u2019s recent films \u2018Warden\u2019<\/span><\/a> which launched this year as well as <\/span>\u2018Bust\u2019 in 2023<\/span><\/a>.<\/span><\/p>\n

The spot pokes fun at the extreme behaviour of the upper classes to create premium perceptions of the new mocktails range. We see two people sat in a sunny garden sipping on J2O Mocktails. <\/span><\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n

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\u201cOi oi, cheeky mojito mocko?\u201d The characters create their own names for the drinks using posh slang, such as \u2018Dacquers\u2019 and \u2018Marty Nay Nay\u2019. As the spot continues, the conversation gets harder to understand as the poshness escalates, eventually turning into indecipherable babble. At the height of absurdity, we see a third man sat in a tree who exclaims \u201cI\u2019m in a tree!\u201d. The end frame shows the full mocktails range and restores normality as a voiceover says \u201cJ2O mocktails? They\u2019re well posh\u201d. Humorous small print on the end frame reads: \u2018Send your butler to the soft drinks aisle\u2019.<\/span><\/p>\n

The campaign is supported by an additional 20\u201d film, two six second special edits which will also run across YouTube.<\/span><\/p>\n

Munnawar Chishty, Great Britain Marketing Director at Britvic said:<\/b> \u201cWith this new campaign for J2O Mocktails we continue our mission to break boundaries within the soft drinks category. \u2018They\u2019re well posh\u2019 lands a compelling message about the premium nature of our new range in a brilliantly original and humorous way.\u201d<\/span><\/p>\n

George Wait, Creative Director at VCCP said:<\/b> \u201cFor our J2O mocktails campaign we set out to exaggerate the poshness of the products by satirising the tropes of the very poshest members of society. With dialogue that ranges from the ridiculous to the completely incomprehensible, our campaign aimed to deliver the simple message that poshos love mockos! (\u2018Mockos\u2019 meaning J2O mocktails for those of us that didn\u2019t attend Eton.)\u201d<\/span><\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

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\n With this new campaign for J2O Mocktails we continue our mission to break boundaries within the soft drinks category. \n Munnawar Chishty, Great Britain Marketing Director at Britvic <\/cite> <\/blockquote>\n\n <\/div>\n <\/section><\/div>\n\n
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